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Revenue Opportunties On Facebook Instant Article, Digiday Publishing Summit Europe, October 2016

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  • Facebook Instant Articles (9 months after)

    Digiday Publishing Submit Europe 2016

  • Libration ?

    Founded in 1973 by Jean-Paul Sartre 4th circulated news daily in France 130+ journalists

    Digiday Publishing Submit Europe 2016 2

  • Digital @libe

    8th daily news website in France

    3

    Monthly visits

    24MMonthly pages views

    52MFacebook likes

    650KTwitter followers

    2.2M

    Digiday Publishing Submit Europe 2016

  • Audience breakdown

    4

    Mobile first : 62% 39% web mobile, 18% application, 4% Instant Articles

    mobile62%

    desktop38%

    Digiday Publishing Submit Europe 2016

  • Social Traffic

    5

    Facebook is social traffic

    21%

    Social

    12%

    Twitter

    79%

    Facebook

    Digiday Publishing Submit Europe 2016

  • Instant Article ?

    6

    Content with a lightning icon in News Feed

    Open to all publishers since April 2016

    Digiday Publishing Submit Europe 2016

  • What is Instant Article ?

    7

    Your content preloaded within the Facebook newsfeed

    Only available on iOS and Android applications

    Digiday Publishing Submit Europe 2016

  • 8

    Facebook says that .

    Digiday Publishing Submit Europe 2016

  • 9

    What did we notice ?Traffic, time spent, reach, monetization

    Digiday Publishing Submit Europe 2016

  • Impact on traffic ?

    10

    12/2/19 12/11/19 12/20/19 12/29/19 1/7/20 1/16/20 1/25/20 2/3/20 2/12/20 2/21/20 3/1/20 3/10/20 3/19/20 3/28/20 4/6/20 4/15/20 4/24/20 5/3/20 5/12/20 5/21/20 5/30/20 6/8/20 6/17/20 6/26/20

    We didnt loose traffic with Instant Articles

    Digiday Publishing Submit Europe 2016

  • Time spent

    11

    11:59:00 PM

    12:01:45 AM

    12:04:30 AM

    12:07:15 AM

    12:10:00 AM

    12/2/19 12/11/19 12/20/19 12/29/19 1/7/20 1/16/20 1/25/20 2/3/20 2/12/20 2/21/20 3/1/20 3/10/20 3/19/20 3/28/20 4/6/20 4/15/20 4/24/20 5/3/20 5/12/20 5/21/20 5/30/20 6/8/20 6/17/20 6/26/20

    Readers are spending more time on our content

    Digiday Publishing Submit Europe 2016

  • 12

    02:23

    Web mobile

    04:31

    Instant Article

    03:03

    FB Web Mobile

    Time spent on Instant Articles is +48%

    Digiday Publishing Submit Europe 2016

  • Reach, Likes

    13

    We get +11% Likes on our page and +16% posts reach

    +16%

    Reach

    +11%

    Likes

    Digiday Publishing Submit Europe 2016

  • Monetization

    14

    Facebook displays an ad every 500 words

    Use your own ad server or let Facebook sell the ads

    Digiday Publishing Submit Europe 2016

  • 15

    $1.4

    Lowest eCPM

    $3.9

    Highest eCPM

    $2.6

    Average eCPM

    Facebook sells ads at a higher price than we do on our mobile website

    Digiday Publishing Submit Europe 2016

  • 16

    Are we happy with Facebook Instant Article ?

    Digiday Publishing Submit Europe 2016

  • 17

    yes we are

    Digiday Publishing Submit Europe 2016

  • 18

    Increase users engagement (time spent, shares)

    Digiday Publishing Submit Europe 2016

    Drives substantial revenues

    New features, ad formats are rolled out on regular basis

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