Acquiring new digital subscribers is at the heart of Le Figaro's growth strategy. The main challenge is to find new levers to maximize subscriptions at a sustainable cost. In this context, they have decided to develop a new display strategy via Google's DV360 platform.

Le Figaro was able to acquire subscribers with a strategy based on three targets: the first group targets prospects who have visited the subscription page (15% of subscriber acquisition). The second one, created via the group's DMP, brings together readers who, through their behavior and interests, are identified as inclined to subscribe (81%). Finally, the last group targets audiences similar to existing subscribers (4%).

As a result, Le Figaro has acquired 11% of its digital subscribers over the last 12 months via DV360 at a sustainable CPA of €30.

Collaboration with ZBO Media: ZBO Media, the Group Figaro CCM Benchmark trading desk, has exploited Le Figaro data segments to their full potential.