HOW METRO SEAMLESSLY DRIVES READER ENGAGEMENT USING NATIVE ADVERTISING

ABOUT

Metro is a British-based

news and media brand

focused on keeping

commuters and other

readers informed

about world events,

local happenings, and

other significant news

through its print and

digital publications. By

prioritizing brief,

engaging coverage of

the news, Metro works

to provide significant

value and build strong

relationships with its

audience of readers.

CATEGORY:

News & Media

PLATFORMS:

iOS and Android

BASED IN:

London, UK

CHANNEL:

News Feed Cards

SIMPLIFY THE CREATION OF IN-APP

NATIVE ADVERTISEMENTS—AND

ENCOURAGE READERS TO ENGAGE

OBJECTIVE

Creating and deploying native advertisements

is an effective way for news and media brands

to monetize their content, due to the high click-

through rates seen for this kind of advertising,

while providing customers with a more engaging,

less intrusive advertising experience.

SOLUTION

Avoid the high development costs associated

with most native advertising solutions by using

Appboy’s industry-first News Feed Cards to easily

create and deliver eye-catching, personalized

content that can be carefully targeted to each

recipient, driving up engagement. CASE STUDY: “SIMPLIFYING AND IMPROVING NATIVE ADVERTISEMENTS”

ADDING VALUE FOR METRO

WHILE PROVIDING A BETTER

USER EXPERIENCE

KEYS TO SUCCESS

NEWS FEED CARDS: Metro used News Feed Cards powered by Appboy to simplify the process

of creating native advertisements. Instead of custom building each ad, marketers at Metro were

able to drop text and images into the Appboy Dashboard and easily create highly visual native

advertising with little effort and without developer assistance.

AUTOMATED SEGEMENTATION: Metro used the Appboy platform’s support for advanced

audience segmentation to carefully target their native advertising News Feed Cards to specific

subsets of their readership. By creating dynamic segments that automatically targeted customers

based on their in-app behavior, Metro was able to ensure that only readers likely to be interested

in a given advertisement were shown it.

RESULTS

BRAND BENEFITS: By taking advantage of Appboy’s News Feed Cards

and advanced segmentation, Metro UK was able to increase its unique

click-through rate on a native advertisement from the Ford Motor

Company to 15.25%, far surpassing the 5.7% average for traditional

interstitial ads and providing significant value to its advertisers.

USER BENEFITS: Metro readers targeted for native advertising using

Appboy’s News Feed Cards experienced those ads as part of the Metro

app’s Top Picks section, which customers can choose to display or

minimize. That allowed customers to find out about promotions and

other advertising offers in an organic, unobtrusive way, supporting the

brand without distracting from the larger app experience.

15.25%UNIQUE CLICK-THROUGH

RATE FOR NATIVE ADVERTISEMENT USING

NEWS FEED CARDS

5.7%AVERAGE UNIQUE

CLICK-THROUGH RATE FOR TRADITIONAL INTERSTITIAL ADS

FIND OUT MORE APPBOY.COM/SOLUTIONS GET IN TOUCH HELLO@APPBOY.COM

VS