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Le Figaro

Le Figaro boosts its digital subscriptions

La Figaro

The Challenge

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.

Bertrand Gié
"DV360 participated in 11% of digital subscribers acquisition in 2022; it is an essential pillar in our subscription acquisition strategy."
Bertrand Gié
Bertrand Gié, Director of Le Figaro news division
11% DV360 share of voice in 2022 digital subscriber acquisition
30€ Cost per subscriber acquisition

The Results

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.

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