Ancestry vs FamilyTree
What Konnecto identified
Young adults (28-38) that are interested in finding out their roots and family tree, search Google for terms such as "What is the best family trees online". This search leads them to Techradar.com's article "Best genealogy tools of 2022". In this article, Family Tree and legacy 3.0 are listed as the top options, while Ancestry is not listed. Consumers convert with Family Tree and Legacy after being redirected via affiliate links within the article.
Our platform raised two recommendations to increase brand awareness and user acquisition for this consumer segment.
1. Display Ads: Target these consumers by using display ads on Techradar.com within relevant sections and articles such as “Best genealogy tools of 2022”, at the times and days in which users are most active. (Sat-Mon 17:00-23:00 ; Tue & Thu 14:00-16:00).
2. Affiliate Partnership: Create or improve the existing partnership with Techradar.com to incorporate affiliate links within relevant articles such as "Best genealogy tools of 2022", to attract high intent consumers and disrupt them before they interact with competitors
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