“Audience engagement throughout apps was the best on any digital platform.”
“Ninety percent of apps in the Apple App Store are downloaded once, and never used again.”
“More than 35% of our digital content is consumed through a mobile device.”
“Twenty-three percent of our inventory is utilized locally.”
“Eighty-five percent year over year revenue growth.”
“We don’t just promote the apps, we promote what’s in the apps.”
“We have become a data-centric company, and we are focused in using data to drive market growth.”
“Promote it, promote it, promote it.”
As Chief Digital Officer, Ipsan oversees all aspects of CNHI’s digital media efforts. From sales to content, marketing to product development, his focus is on strategic multi-platform initiatives that leverage existing and emerging channels and technologies. With more than 120 media companies in 23 states, they’re uniquely positioned to bring value through engagement with our local communities. To accomplish that, they have a digital team that is passionate, aggressive and focused on audience and advertiser experience, and he is a part of that.
Matthew Ipsan, chief digital officer of CNHI spoke upon the changes and advancements related to using apps to help push a new digital strategy.
Ipsan said CNHI launched an aggressive, app-watching strategy about a year ago, but the group containing 75 dailies was not even in the app business in January of last year. There simply weren’t multiple app offerings through them.
“Nobody really cared about it,” Ipsan said.
That way of thinking quickly changed with CNHI as the company partnered with Verve to pursue a new journey in the app world and work toward a new plan: “We wanted to get 250,000 downloads in 12 months,” Ipsan said.
Going a step further, the company found a new mobile partner in Tecnavia: “It was a great fit for us.”
The company took on a design thinking methodology and went through many prototypes before finally launching. Included within the app was also an e-paper.
“E-paper really helped drive our engagement,” Ipsan said.
With nearly a 30% increase in audience engagement and a 17% growth in app revenue, the company continues to push forward in the app world without letting up: “We haven’t stopped, and we are not going to stop.”