Le Parisien: How can we increase a news app’s audience while maintaining acquisition costs?
A new Le Parisien app was launched in the summer of 2020 based on the observations that 80% of Le Parisien are on their mobile but only 11% use the app. The aim is to make the experience more intuitive, more personal and more adapted to current habits!
In the wake of this new campaign, Le Parisien has reached out to Addict Mobile and has since seen a significant increase in its audience.
Addict Mobile has enabled us to grow our audience significantly. By working together in close cooperation, we have been able to set priorities to fulfil our objectives.
The audience growth objective was based on objectives in terms of CPI, retention rates and sessions. The challenge was therefore to combine low CPI with volume and quality.
The strategy adopted in response to this challenge was based on advanced artwork incorporating our technologies as well as diversification and the marketing mix.
In terms of artwork, we ran hundreds of tests to find out what type of content would work best. We defined initial assumptions that we adapted as the tests proceeded. These tests related to the format (static VS video), the content type (generic presenting the app VS pure news) and the type of news (hot VS cold, news category, nature of the news, type of image illustrating the article, etc.).
It soon became apparent that the CPI of artwork presenting current affairs was up to 3x lower than that of generic artwork.
In order to sustain our growth objectives whilst pushing this type of artwork, that needs to be refreshed regularly, we used our technologies to automate the creation of adverts. This led to faster renewal rates, a very high degree of relevance for current affairs and much more efficient testing whilst maintaining excellent CPA.
The work carried out in close cooperation with Le Parisien also enabled us to regularly prioritize the most read articles with the best conversion rates.
The second strategy used to fulfil our objectives was to expand the mix in order to keep acquisition costs low whilst increasing budgets. We called upon 5 different sources:
– Facebook: this is the best source for testing. It provides the best range in terms of targeting and can check artwork accurately, so that the corresponding tests can be carried out more easily.
– Google and Apple Search Ads: these can be used to reach a more focused audience with more engaged users.
– Twitter: the audience is very interested in current affairs and the platform allows for specific targeting.
– Preload:Very attractive CPI allowing for competitive usage costs. It can also reach users early on in their browsing history as soon as they switch on their phone.
We have also introduced retargeting to reach dormant users and increase usage by providing appropriate content.