18
Facebook Instant Articles (9 months after) Digiday Publishing Submit Europe 2016
Facebook Instant Articles (9 months after)
Digiday Publishing Submit Europe 2016
Libération ?
• 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%
79%
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 didn’t 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
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$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
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Are we happy with Facebook Instant Article ?
Digiday Publishing Submit Europe 2016
17
yes we are
Digiday Publishing Submit Europe 2016
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Increase users engagement (time spent, shares)
Digiday Publishing Submit Europe 2016
Drives substantial revenues
New features, ad formats are rolled out on regular basis
