a PDF here.
Transcription
a PDF here.
A CASE STUDY: HOME SCREEN DELIVERY FOR PUBLISHERS January 2016 INTOUCH WEEKLY. POWERED BY “HOME DELIVERY.” Bauer Media is the world’s largest distributor of newsstand magazines. Their InTouchWeekly Android app uses Mobile Posse’ s Home Screen Delivery platform to offer its readers the ability to receive InTouch Weekly’s full interactive editorial delivered to the home screen of their mobile device (see right image). At install, users can choose to pick a time each day when InTouch Weekly web-based content would “float up” to be what the user would see when they woke their phones (see left image). This deck summarizes the performance and impact of Home Delivery for this digital media-focused application. Opt-in appears as part of 1st open The content appears when phone is unlocked FINDINGS. CONSUMERS LIKE HOME DELIVERY Users are interested in Home Delivery, frequently customize their delivery, and once opted-in, tend to stay opted in. APP RETENTION IS BEST-IN-CLASS Home Delivery had a significant impact on app retention, with the vast majority of users becoming “Super Users”. HOME DELIVERY DRIVES UP PAGE VIEWS Almost half of all PVs were consumed within Home Delivery, and seeing a Home Delivery drives same-day PVs in the app. HOME DELIVERY GETS GREAT RATINGS The app is consistently rated 4+ stars. s r e s u f o % 0 6 n i t op Of users that opt into either traditional Breaking News or Home Delivery, 84% select Home Delivery. Of the 60% of users that opt-in, only 14% subsequently decided to turn off Home Delivery. 60% 14% n o i t n e t e r r e t t e b 5X 52% 30 DAY App Retention by Genre 50 InTouch Weekly 40 30 20 10 Media Education E-commerce Music Photo/video Social Games 0 Messaging The app has high retention--nearly as high as messaging apps, and 5x better than the average media app. Home delivery 30 DAY APP RETENTION TOPS 5X Source: Mixpanel e m o c e b s r e s s u n a f d e t c i d ad 9 of 10 app sessions are within 24 hours of each other By getting Home Delivery, fans of celebrity gossip were turned into SUPER FANS of INTOUCHWEEKLY.COM HOME SCREEN 1.6 PVs per session Other Pages Delivered Pages HOME DELIVERY DRIVES INCREMENTAL PAGE VIEWS ON THE HOME SCREEN . . . Not only do people “pause” to read the story that’s delivered, they also click and take the time to read even more. Home Screen Delivery creates 1.6 pageviews per delivered story. . . . AND ALSO DRIVES APP USAGE LATER IN THE SAME DAY! Where Do Users Consume Content Each Day 49% 31% 20% Only Home Screen Home Screen & App Only App When there’s a Home Delivery that the reader may not have time to fully engage with, they still go into the app later in the day. 80% of ALL sessions are generated by Home Delivery. FINALLY . . . FANS LOVE HOME DELIVERY! Apps powered up with Home Delivery get great ratings . . . 4+ stars, with 75% of all raters selecting “5 stars” M THANK YOU. P contact [email protected] for more information