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.

1. A 3-year journey
with a news app
Mobile Spree 2018, Berlin

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. 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. An action
plan in 4 steps

5. 1 / Use our web assets to generate…
…DOWNLOADS
2014 – 2016
…SESSIONS
2017 - 2018

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. 2 / … in a competitive market…

8. 2 / … find our tone

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. 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. 4 / Reasonable advertising experience…
Native ads with smooth integration Inread with Teads
2015-2017 2018

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. 2017 vs 2015
Some results

14. Is retention
better ?
M+x Retention
has not changed

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. Is monthly
frequency better ?
Cohorts of H1’17
+40%
vs cohorts of H1’15

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. 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. Is LTV better
?
Number of cumulated
visits per download +45%

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. Ad revenues
per session +60%
between 2015 and 2017
Is LTV better
?

22. LTV of cohorts from H1’17
+130%
vs LTV of cohorts from H1’15
Is LTV better
?

23. So what’s next
?
Take risks to make LTV
greater than 5€!

24. We changed the app
and the editorial offer last May

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. Mobile Spree 2018, Berlin