La Presse’s Successful Digital Transformation
La Presse has come a long way since abandoning print and going digital in 2017. Today, it boasts impressive growth in both its online audience and advertising revenue, thanks to its innovative approach to audience engagement and data analytics. As of July 2023, La Presse has witnessed an increase in its monthly unique visitors from 4 million in 2019 to over 4.6 million, according to Comscore.
One of the primary contributors to this growth is the company’s significant investment in first-party data. This strategic move has resulted in a 9% increase in total advertising revenue for 2022 when compared to the previous year. At present, La Presse has a net profit of $11 million, while its reserve fund has grown by an additional $12 million.
Enhancing User Experience and Leveraging Data-Driven Insights
La Presse’s impressive growth can be attributed to its strategic focus on enhancing user experience and leveraging data-driven insights to offer more targeted and relevant content to its audience. By adapting to the changing digital landscape and prioritizing innovative advertising solutions, the company has managed to attract new advertisers and retain existing partnerships successfully.
To do this, La Presse has concentrated on securing renewals from key advertising partners, raising its ad product portfolio pricing, and working with new ad partners from different industries.
Data Clean Rooms: The Key to La Presse’s First-Party Data Strategy
Geoffrey Bernard, VP of Marketing, Data, and Consumer Insights at La Presse, emphasizes the importance of data clean rooms in their first-party strategy. By investing in data clean rooms, La Presse ensures a sustainable revenue stream while maintaining the quality and relevance of advertisements for its readers.
These data clean rooms play a vital role in empowering the organization to better understand user preferences and interests, consequently driving a more personalized and effective advertising approach for both their existing and new partners.
La Presse’s Successful Digital Transformation – FAQ
1. When did La Presse abandon print and go digital?
La Presse abandoned print and went digital in 2017.
2. How has La Presse’s monthly unique visitor count changed since 2019?
As of July 2023, La Presse has witnessed an increase in its monthly unique visitors from 4 million in 2019 to over 4.6 million, according to Comscore.
3. What is the percentage increase in La Presse’s total advertising revenue for 2022 compared to the previous year?
There is a 9% increase in total advertising revenue for 2022 when compared to the previous year.
4. What is the current net profit of La Presse?
At present, La Presse has a net profit of $11 million.
5. How has La Presse’s reserve fund grown?
La Presse’s reserve fund has grown by an additional $12 million.
6. What is La Presse’s strategy for enhancing user experience?
La Presse focuses on leveraging data-driven insights to offer more targeted and relevant content to its audience, while prioritizing innovative advertising solutions.
7. How does La Presse attract new advertisers and retain existing partnerships?
La Presse concentrates on securing renewals from key advertising partners, raising its ad product portfolio pricing, and working with new ad partners from different industries.
8. What is the importance of data clean rooms in La Presse’s first-party data strategy?
Data clean rooms play a vital role in ensuring a sustainable revenue stream for La Presse, while maintaining the quality and relevance of advertisements for its readers. They help the organization better understand user preferences and interests, driving a more personalized and effective advertising approach.
First Reported on: adweek.com
Featured Image Credit: Photo by Meruyert Gonullu; Pexels; Thank you!
