Drive cost effective subscriptions to The Times’ iPad app.


Using data from our proprietary tracking technology, Apptimiser®, we defined an audience of users who had previously downloaded the iPad app free trial but had not gone on to buy a subscription. Targeted ads were then shown to these users to encourage them to convert.


Cost per acquisition was over five times lower than that of the controlled test campaign to new users, and beat the target set by 50%. Mobile outperformed all other digital and traditional advertising for the promotional period.