The first mobile campaign by a News company 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 year year with significant growth and profitability.
It is estimated that close to an 80% increase in subscribers took place prior to the peak of the pandemic.
Average CTR's increased by 10% quarter to quarter.
Innovative formats such as rich media native placements employed to generate post engagement and ad recall.
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