After years of rapid growth, SmartNews needed to explore new networks to reach more users and further expand in the highly competitive news space, particularly in the US where they faced stiff competition from large news aggregators like Google, Yahoo!, and Flipboard — as well as heavyweight social media platforms like Facebook.

As an ad-driven app, SmartNews makes money through in-line advertising, video ads, and content syndication — so acquiring new users they can retain beyond 7 days is a critical metric for success.

Founded in Japan, SmartNews launched the English version of their news-aggregator app in the U.S. in 2014. After their latest funding round in September 2021 SmartNews’ valuation reached over $2 billion.

Location

Shibuya, Japan & San Francisco, CA

Company Size

~500

Founded

2012

Partnering with AppLovin, SmartNews used AppDiscovery’s advanced automation campaigns to drive installation growth and acquire high-value users at an optimal price point. This in turn enabled them to optimize towards and increase day 7 retention, which is predictive of a high LTV user based on SmartNews’ ad monetization model.

While scaling spend and optimizing retention rate by more than 25%, SmartNews saw AppLovin traffic perform better than a leading social media platform on iOS and outperform other performance marketing channels by 20% in terms of retention.

Having an additional source of high-value new users allows them to continue growing and scaling in the U.S.

SmartNews shares how incorporating CTV into their channel mix improved their retention rates.