Revenue Opportunties On Facebook Instant Article, Digiday Publishing Summit Europe, October 2016

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3 likes•346 views

Libération is a major French newspaper that saw increases in key metrics after adopting Facebook Instant Articles. Traffic did not decrease, time spent on articles increased 48% for Instant Articles. Reach and likes on their Facebook page grew 16% and 11%, respectively. Monetization also improved as Facebook sold ads on Instant Articles at a higher eCPM than on their mobile site. Overall, Libération was happy with Instant Articles for driving user engagement and substantial revenues.

Marketing

Facebook Instant Articles 
(9 months after)
Digiday Publishing Submit Europe 2016

Libération ?
• Founded in 1973 by Jean-Paul Sartre
• 4th circulated news daily in France
• 130+ journalists
Digiday Publishing Submit Europe 2016 2

Digital @libe
8th daily news website in France
3
Monthly visits
24M
Monthly pages views
52M
Facebook likes
650K
Twitter followers
2.2M
Digiday Publishing Submit Europe 2016

Audience breakdown
4
Mobile first : 62%  
39% web mobile, 18% application, 4% Instant Articles
mobile
62%
desktop
38%
Digiday Publishing Submit Europe 2016

Social Traffic
5
Facebook is social traffic
21%
Social
12%
Twitter
79%
Faceboo
k
Digiday Publishing Submit Europe 2016

Instant Article ?
6
Content with a lightning icon
in News Feed
Open to all publishers since
April 2016
Digiday Publishing Submit Europe 2016

What is Instant Article ?
7
Your content preloaded within the
Facebook newsfeed
Only available on iOS and Android
applications
Digiday Publishing Submit Europe 2016

8
Facebook says that ….
Digiday Publishing Submit Europe 2016

9
What did we notice ? 
Traffic, time spent, reach, monetization
Digiday Publishing Submit Europe 2016

Impact on traffic ?
10
12/2/19 12/11/19 12/20/19 12/29/19 1/7/20 1/16/20 1/25/20 2/3/20 2/12/20 2/21/20 3/1/20 3/10/20 3/19/20 3/28/20 4/6/20 4/15/20 4/24/20 5/3/20 5/12/20 5/21/20 5/30/20 6/8/20 6/17/20 6/26/20
We didn’t loose traffic with Instant Articles
Digiday Publishing Submit Europe 2016

Time spent
11
11:59:00 PM
12:01:45 AM
12:04:30 AM
12:07:15 AM
12:10:00 AM
12/2/19 12/11/19 12/20/19 12/29/19 1/7/20 1/16/20 1/25/20 2/3/20 2/12/20 2/21/20 3/1/20 3/10/20 3/19/20 3/28/20 4/6/20 4/15/20 4/24/20 5/3/20 5/12/20 5/21/20 5/30/20 6/8/20 6/17/20 6/26/20
Readers are spending more time on our content
Digiday Publishing Submit Europe 2016

12
02:23
Web
mobile
04:31
Instant Article
03:03
FB Web
Mobile
Time spent on Instant Articles is +48%
Digiday Publishing Submit Europe 2016

Reach, Likes …
13
We get +11% Likes on our page and +16% posts reach
+16
%
Reach
+11
%
Likes
Digiday Publishing Submit Europe 2016

Monetization
14
Facebook displays an ad every
500 words
Use your own ad server or let
Facebook sell the ads
Digiday Publishing Submit Europe 2016

15
$1.4
Lowest
eCPM
$3.9
Highest eCPM
$2.6
Average
eCPM
Facebook sells ads at a higher price  
than we do on our mobile website
Digiday Publishing Submit Europe 2016

16
Are we happy with  
Facebook Instant Article ?
Digiday Publishing Submit Europe 2016

17
yes we are
Digiday Publishing Submit Europe 2016

18
Increase users engagement (time spent, shares)
Digiday Publishing Submit Europe 2016
Drives substantial revenues
New features, ad formats are rolled out on regular basis

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原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样

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Revenue Opportunties On Facebook Instant Article, Digiday Publishing Summit Europe, October 2016

1. Facebook Instant Articles  (9 months after) Digiday Publishing Submit Europe 2016

2. Libération ? • Founded in 1973 by Jean-Paul Sartre • 4th circulated news daily in France • 130+ journalists Digiday Publishing Submit Europe 2016 2

3. Digital @libe 8th daily news website in France 3 Monthly visits 24M Monthly pages views 52M Facebook likes 650K Twitter followers 2.2M Digiday Publishing Submit Europe 2016

4. Audience breakdown 4 Mobile first : 62%   39% web mobile, 18% application, 4% Instant Articles mobile 62% desktop 38% Digiday Publishing Submit Europe 2016

5. Social Traffic 5 Facebook is social traffic 21% Social 12% Twitter 79% Faceboo k Digiday Publishing Submit Europe 2016

6. Instant Article ? 6 Content with a lightning icon in News Feed Open to all publishers since April 2016 Digiday Publishing Submit Europe 2016

7. What is Instant Article ? 7 Your content preloaded within the Facebook newsfeed Only available on iOS and Android applications Digiday Publishing Submit Europe 2016

8. 8 Facebook says that …. Digiday Publishing Submit Europe 2016

9. 9 What did we notice ?  Traffic, time spent, reach, monetization Digiday Publishing Submit Europe 2016

10. Impact on traffic ? 10 12/2/19 12/11/19 12/20/19 12/29/19 1/7/20 1/16/20 1/25/20 2/3/20 2/12/20 2/21/20 3/1/20 3/10/20 3/19/20 3/28/20 4/6/20 4/15/20 4/24/20 5/3/20 5/12/20 5/21/20 5/30/20 6/8/20 6/17/20 6/26/20 We didn’t loose traffic with Instant Articles Digiday Publishing Submit Europe 2016

11. Time spent 11 11:59:00 PM 12:01:45 AM 12:04:30 AM 12:07:15 AM 12:10:00 AM 12/2/19 12/11/19 12/20/19 12/29/19 1/7/20 1/16/20 1/25/20 2/3/20 2/12/20 2/21/20 3/1/20 3/10/20 3/19/20 3/28/20 4/6/20 4/15/20 4/24/20 5/3/20 5/12/20 5/21/20 5/30/20 6/8/20 6/17/20 6/26/20 Readers are spending more time on our content Digiday Publishing Submit Europe 2016

12. 12 02:23 Web mobile 04:31 Instant Article 03:03 FB Web Mobile Time spent on Instant Articles is +48% Digiday Publishing Submit Europe 2016

13. Reach, Likes … 13 We get +11% Likes on our page and +16% posts reach +16 % Reach +11 % Likes Digiday Publishing Submit Europe 2016

14. Monetization 14 Facebook displays an ad every 500 words Use your own ad server or let Facebook sell the ads Digiday Publishing Submit Europe 2016

15. 15 $1.4 Lowest eCPM $3.9 Highest eCPM $2.6 Average eCPM Facebook sells ads at a higher price   than we do on our mobile website Digiday Publishing Submit Europe 2016

16. 16 Are we happy with   Facebook Instant Article ? Digiday Publishing Submit Europe 2016

17. 17 yes we are Digiday Publishing Submit Europe 2016

18. 18 Increase users engagement (time spent, shares) Digiday Publishing Submit Europe 2016 Drives substantial revenues New features, ad formats are rolled out on regular basis

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