Metro, a British news and media brand, used Appboy's News Feed Cards to create and deliver targeted native advertisements within their mobile app. By automating audience segmentation and placing ads within an existing "Top Picks" section, Metro saw unique click-through rates over 15% for one native ad, far surpassing the average of 5.7% for traditional ads. This allowed Metro to monetize content while providing readers a less intrusive experience.

1. HOW METRO SEAMLESSLY DRIVES READER ENGAGEMENT USING NATIVE ADVERTISING

2. ABOUT
Metro is a British-based
news and media brand
focused on keeping
commuters and other
readers informed
about world events,
local happenings, and
other significant news
through its print and
digital publications. By
prioritizing brief,
engaging coverage of
the news, Metro works
to provide significant
value and build strong
relationships with its
audience of readers.
CATEGORY:
News & Media
PLATFORMS:
iOS and Android
BASED IN:
London, UK
CHANNEL:
News Feed Cards
SIMPLIFY THE CREATION OF IN-APP
NATIVE ADVERTISEMENTS—AND
ENCOURAGE READERS TO ENGAGE
OBJECTIVE
Creating and deploying native advertisements
is an effective way for news and media brands
to monetize their content, due to the high click-
through rates seen for this kind of advertising,
while providing customers with a more engaging,
less intrusive advertising experience.
SOLUTION
Avoid the high development costs associated
with most native advertising solutions by using
Appboy’s industry-first News Feed Cards to easily
create and deliver eye-catching, personalized
content that can be carefully targeted to each
recipient, driving up engagement. CASE STUDY:
“SIMPLIFYING AND
IMPROVING NATIVE
ADVERTISEMENTS”
ADDING VALUE FOR METRO
WHILE PROVIDING A BETTER
USER EXPERIENCE

3. KEYS TO SUCCESS
NEWS FEED CARDS: Metro used News Feed Cards powered by Appboy to simplify the process
of creating native advertisements. Instead of custom building each ad, marketers at Metro were
able to drop text and images into the Appboy Dashboard and easily create highly visual native
advertising with little effort and without developer assistance.
AUTOMATED SEGEMENTATION: Metro used the Appboy platform’s support for advanced
audience segmentation to carefully target their native advertising News Feed Cards to specific
subsets of their readership. By creating dynamic segments that automatically targeted customers
based on their in-app behavior, Metro was able to ensure that only readers likely to be interested
in a given advertisement were shown it.
RESULTS
BRAND BENEFITS: By taking advantage of Appboy’s News Feed Cards
and advanced segmentation, Metro UK was able to increase its unique
click-through rate on a native advertisement from the Ford Motor
Company to 15.25%, far surpassing the 5.7% average for traditional
interstitial ads and providing significant value to its advertisers.
USER BENEFITS: Metro readers targeted for native advertising using
Appboy’s News Feed Cards experienced those ads as part of the Metro
app’s Top Picks section, which customers can choose to display or
minimize. That allowed customers to find out about promotions and
other advertising offers in an organic, unobtrusive way, supporting the
brand without distracting from the larger app experience.
15.25%
UNIQUE CLICK-THROUGH
RATE FOR NATIVE
ADVERTISEMENT USING
NEWS FEED CARDS
5.7%
AVERAGE UNIQUE
CLICK-THROUGH RATE
FOR TRADITIONAL
INTERSTITIAL ADS
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