The first acquisition campaign by a News company that was 100% mobile.
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 todo Mobile, the New York Times was able to overcome this obstacle, acquiring 1.2 million downloads that were sustained through brand safety and compliance.
We developed a 100% client-centric solution that employed cost effective acquisition while separating wasteful installs autonomously, resulting in a reliable source of waste separation that promoted an optimal ecosystem for acquisition. It simplified a complex myriad of inefficient processes whereby installs can be filtered in real time, from the publishers to the corresponding Mobile Measurement Partner. In addition, thanks to the machine type learning reporting, the more years that went by, the more the segmentation process was refined.
With todo Mobile a massive number of wasted installs were eliminated, and organic growth occurred year-to-year.
It is estimated that around 80% of bot traffic was eliminated, resulting in more accurate CPI measurements.
Organic growth occurred with an average of 10% increases year-to-year.
Innovative formats such as video were employed to generate post engagement and ad recall.