TVBS: An Immediate Impact – Instant Articles | Facebook

TVBS: An Immediate Impact

TVBS-logoThe television network TVBS holds a dominant share of the Taiwanese cable and satellite market. One billion people around the world see its broadcasts. With affiliate stations in 31 countries, TVBS is one of Taiwan’s most popular news and entertainment outlets, a staple of the Chinese diaspora around the world. Its internet presence represents a fraction of its total reach, however. To help drive the company’s mission to enrich people’s lives with instant news, entertainment programs and services, the network initiated a program in early 2016 for to improve the user experience of its website and app. The goal was to provide a faster and better reading experience to its worldwide audience.

To increase website traffic and grow revenue for news content, TVBS knew that it couldn’t fully rely on its own digital product. Besides improving its existing media tool performance and interface, the company wanted to use Instant Articles to expand its reach to a wider audience and quickly establish a bigger online footprint. As a result, TVBS decided to publish 100% of their content as Instant Articles as soon as the program became available to them in April. After just one full month, the company saw across the board improvements in engagement, reach and revenue. Instant Articles provided a faster, more immersive experience for readers and easy solutions for maximizing revenue.

Goals

  1. Quickly increase reach and distribution of content
  2. Provide a better reading experience for a mobile audience
  3. Grow advertising revenue

Strategy

Immediately Improve Reader Mobile Experience

The digital team at TVBS wanted to rapidly expand its online presence. By signing up with Instant Articles, their developers and designers immediately had access to a customizable and easy-to-use design toolkit. This allowed them to create the kind of fast, clean and clear mobile articles they envisioned while avoiding significant legwork.

TVBS-IA

Publish 100% of TVBS Content as Instant Articles

TVBS wanted to increase website traffic by 2.5X before the end of the year. They predicted that publishing Instant Articles might allow them to connect with a large social media audience. Selling the product internally took some work because of concerns about correct attribution of Instant Article traffic and the ability to monetize content. Starting April 13, just after Instant Articles became available to the public, they decided to publish 100% of their content as Instant Articles. The team went all in so they could fully optimize the reading experience and definitively see the impact. It also sent a clear signal to their readers to always expect fast and immersive articles when interacting with TVBS.

“We decided to go 100% on Instant Articles because we believed this gave our audience a far better user experience and we wanted all our readers to enjoy that,” says Joyce Ku, head of digital at TVBS. “Traffic from Instant Articles was also counted as ours, and we could monetize our articles. So there was really no reason for us not to go all in.”

Use Audience Network to Sell Ads

TVBS anticipated a surge in traffic but knew it wouldn’t mean much if revenue didn’t follow. To maximize their ad opportunities, the digital team sold some of their own ads directly but relied on Audience Network to do most of the work for them. This allowed them to direct-sell ads when they could but still fully optimize the advertising space each article provides.

Results

The results were immediate. After their first full calendar month using Instant Articles, TVBS saw 25% more engagement when using Instant Articles, a 7% increase in clicks overall and 1.4X CPM when using Audience Network versus other ad networks.

“For a digital news service like TVBS digital that’s still growing up, we need various ways to reach and to engage with our readers. Facebook is no doubt one of the important social platforms and Instant Articles is a good tool to utilize. We’ve been happy with the results in the past months and will keep this publishing strategy in the future.”

Joyce Ku, head of digital department, TVBS

 

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