NYT's first mobile campaign that was 100% device centered.
News companies generally followed a standard in traditional advertising in which 80% of media publishers recycled the same strategies. However, due to poor digital transformation, online news apps were struggling. With the help of todoMobile, the New York Times was able to overcome this obstacle, acquiring 1.2 million downloads that were sustained through brand positioning and display campaigns.
We developed a 100% client-centric solution that employed a premium publisher approach which allowed for native display formats to flourish. The hybrid brand performance approach allowed for significant audience development to take place. The multiple creatives and format sizes allowed for long term media planning on mobile.
With todoMobile brand equity and overall mobile usage increased yearly with significant growth and profitability. Including install rates and churn rates improving year to year. -85% uplift in budget spend -33% increase in subscriptions -MMP optimization reducing low quality traffic by 50%
Online Advertising Executed with Precision
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