Having met and exceeding the original goal of the campaign, USA TODAY plans to test more ad creatives, evaluating more granular post-install activity, and exploring the option of re-engagement campaigns. MSNBC breaking news and the latest news for today. State Department said it was offering a reward of up to 10 million for information on alleged. Other positive campaign performance results included: offers reward for information on alleged Russian interference in elections The U.S. Optimizations to creative during the campaign led to an increase in app opens of 386% when compared to the initial four week pilot. With the goal of increasing app installs and opens, the campaign exceeded expectations. In one case a branded ad resulted in 53% more installs than a non-branded ad. It’s clear that the USA TODAY brand carries a lot of weight. Other fruitful tests for the campaign included testing USA TODAY branded ads against non-branded ones. This insight not only helped performance in the Liftoff campaign, but helped USA TODAY optimize other advertising tactics. In one test, a politically themed ad generated a 79% lift in installs against an ad focusing on an internationally known musician. By testing various topics and headlines from USA TODAY content against each other, the Liftoff team was able to identify trends that were then carried out throughout the campaign. Ads were served to potential news readers, with an emphasis on rapidly testing many creatives to ensure the most effective ones were used, continually increasing campaign performance.ĬonclusionThe USA TODAY campaign was successful with strong performance metrics. The Liftoff team also promoted various headlines, topics and articles from USA TODAY in the ads to determine which themes resonated best with potential app installers.įinally, Liftoff ran the various ads across all major ad networks and exchanges to get them in front of the right people. A/B tests included copy, animation, logo variations and text styles to find the optimal creative combination. Creative tests revolved mostly around banner and interstitial ads. With a focus on driving a large volume of quality installs who actively use the app, campaign performance really came down to optimizing ad creative. Once postback data and tracking was in place, Liftoff’s creative team took direction from USA TODAY to set up numerous A/B creative tests across ad formats and sizes. With an overall goal of driving installs and remaining within CPI targets, the team tracked app clicks, installs and opens. Every story from every site is brought to you automatically and continuously 24/7, within around 10 minutes of publication. The SolutionThe first step was to receive all relevant postback data that showed what people were doing in the USA TODAY mobile app from Localytics, a mobile engagement and app tracking platform. NewsNow is the worlds most accurate and comprehensive aggregator of USA news, covering the latest US current affairs, events and more from the best online news publications.

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