The New York Times
The New York Times
Success Story
Raising readership with relevancy
The newspaper used Facebook’s targeting and data insights to deliver more personally relevant content to consumers and increase subscriptions.
- 25% reduction in cost per subscription
- 45% increase in Facebook ad investment
- 2.3X increase in volume of subscription conversions
Their Story
A publishing icon
The New York Times Company is a global media organization dedicated to enhancing society by creating, collecting and distributing high-quality news and information.
Their Goal
From readers to subscribers
The New York Times wanted to build even stronger relationships with readers and increase subscriptions by understanding how people consume New York Times content, and by engaging occasional Times readers with interesting and tailored news content. It also wanted to send compelling subscription offers to people with a high propensity to subscribe.
Facebook’s website Custom Audiences have enabled us to better address our readers’ needs, by recommending a piece of content, a newsletter or a product that is tailored to each user's individual interests. We look forward to continuing to push the limits by marrying Facebook’s technology with our own data to better serve the right message to the right user at the right time.
Mat Yurow, Director, Audience Development, The New York Times
Their Solution
Promote content to the right people
The Times’ marketing team, and its partners in data science, built a detailed model of reader behaviors that were most correlated with subscriptions. This information enabled the publisher to better segment its readership, and provided a clear roadmap of the most important steps in each prospective customer's journey.
By implementing the Custom Audience pixel (now called Facebook pixel), The Times brought the model to life. Rather than targeting based on interests or uploading a list of prospects, The Times can now dynamically categorize its readers from the least engaged to the most engaged—and serve each reader the most relevant ad, based on his or her interests and propensity to subscribe.
Lire la suiteTheir Success
Good news all around
By targeting based on readers’ level of engagement and interests, The New York Times significantly decreased its cost per subscription, while also increasing its volume of conversions.
During June 2015, it achieved:
- 25% reduction in cost per subscription
- 2.3X increase in volume of subscription conversions
- 45% increase in Facebook ad investment
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