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A 3 Year Journey With A News App

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Mobile Spree Berlin 2018: Jerome Perani, VP of Growth & Partnerships, L'Express

A keynote focusing on how to improve engagement by 45% through the use of push notifications, technical excellence, and reasonable ad experience.

Published in: Technology
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A 3 Year Journey With A News App

  1. 1. A 3-year journey with a news app Mobile Spree 2018, Berlin
  2. 2. L’Express, born in 1953, is a leading news brand in France Weekly news magazine: 6 million readers Web site + apps: 12 million monthly readers
  3. 3. L’Express is now a mobile brand with 50% of our readers on mobile Mobile and tablet apps are key assets in our mobile strategy 150k 500k DAU MAU of the total number of digital sessions 20%
  4. 4. An action plan in 4 steps
  5. 5. 1 / Use our web assets to generate… …DOWNLOADS 2014 – 2016 …SESSIONS 2017 - 2018
  6. 6. 0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00 2 / Push notification to increase frequency per day and DAU/MAU… 2017 June 6th
  7. 7. 2 / … in a competitive market…
  8. 8. 2 / … find our tone
  9. 9. 3 / Technical excellence in a multi SDKs world Testing: Technical: Analytics: Marketing: Advertising: 1 SDK 15 SDKs 4 SDKs 2 SDKs 8 SDKs
  10. 10. 3 / Crash free users : target 99.8% 0 500 1000 1500 2000 2500 3000 iOS SDKs Android SDKs iOS L’Express Software Android L’Express Software 2016 vs 2017 -92% Number of crashes per day:
  11. 11. 4 / Reasonable advertising experience… Native ads with smooth integration Inread with Teads 2015-2017 2018
  12. 12. 4 / … with user experience always in our mind Display interstitials with strong rules  never during the first x sessions post install  do not call adserver when the user is facing limited bandwidth  do not hesitate to restrict ads when 2 sessions are within a short timeframe
  13. 13. 2017 vs 2015 Some results
  14. 14. Is retention better ? M+x Retention has not changed
  15. 15. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 H1 2015 H2 2015 H1 2016 H2 2016 H1 2017 Between 2015 and 2017, we did not fundamentally change the app Number of months after install
  16. 16. Is monthly frequency better ? Cohorts of H1’17 +40% vs cohorts of H1’15
  17. 17. 40+ % Number of sessions per user per month Number of months after install 0 2 4 6 8 10 12 14 16 18 20 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 H1 2015 H2 2015 H1 2016 H2 2016 H1 2017
  18. 18. 0 2 4 6 8 10 12 14 16 18 20 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 H1 2015 H2 2015 H1 2016 H2 2016 H1 2017 Number of months after install 40+ % From Jan’15 attacks to May’17 Presidential election Summer’17 news tiredness Number of sessions per user per month
  19. 19. Is LTV better ? Number of cumulated visits per download +45%
  20. 20. 0 10 20 30 40 50 60 70 80 90 100 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 45+ % Number of cumulated visits per download Number of months after install
  21. 21. Ad revenues per session +60% between 2015 and 2017 Is LTV better ?
  22. 22. LTV of cohorts from H1’17 +130% vs LTV of cohorts from H1’15 Is LTV better ?
  23. 23. So what’s next ? Take risks to make LTV greater than 5€!
  24. 24. We changed the app and the editorial offer last May
  25. 25. Subscription is a solution to make LTV great again €9.99 monthly subscription or 2 articles per day for free 100% Install 30 Days free access {
  26. 26. Mobile Spree 2018, Berlin

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