Time PeriodJan-June 2019
Test Length3 Months
PlacementsInstant Articles, Feed
MetricsROI, CPC, Visit Value
Instant Articles will perform better than the Feed
|Average Visit Value||+28%|
|Average Visit Value||10%|
|Average Visit Value||+11%|
ROI- Return on investment, calculated: visit value / visit cost
CPC- Cost per click, is the average CPC that was paid for the measured visits
Visit Value- The total revenue measured per average visit
The PubPlus Lab compared the Feed and Instant Article placements using the three most relevant real-time metrics to understand how much revenue each piece of content was generating.
From our results, we can gather that Instant Articles generate high ROI and low CPC, therefore this placement type is a profitable placement to scale content.
The Feed is the most commonly used placement with the highest average Visit Value and Click-Through-Rate (CTR).
We recommend scaling successful Feed campaigns to Instant Article to increase profit potential.
10xFaster than standard mobile web articles
70%Less likely to abandon the article
20%More Instant Articles read on average
30%More shares from Instant Articles vs mobile web articles