Localytics Drives 200% Increase in Push Notification Engagement for A+E Networks

BOSTON, Sept. 17, 2014 /PRNewswire/ -- Localytics, the leading marketing and analytics platform for mobile and web apps, today revealed the results of a successful partnership with global entertainment media company A+E Networks®, which led to a 200-percent increase in push notification engagement. With nearly 20 million downloads for its app portfolio, which include apps from top media brands including A&E® (Duck Dynasty, Wahlburgers, Bates Motel), HISTORY®(Vikings, Pawn Stars, American Pickers) and Lifetime® (Project Runway, Dance Moms, Witches of East End), A+E Networks used personalized push notifications to inform users of new content and drive increased user activity.

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A+E Networks Increases Push Messaging Engagement with Targeting

A+E Networks uses Localytics' closed-loop analytics and marketing platform to drive its data-driven push notification strategy. A+E Networks segments and targets users based on their in-app behavior to alert users to new, relevant content in a highly targeted and personalized way, which has generated a 200-percent increase in push notification engagement.

"Engaging our customers through mobile is at the top of our priority list, and we consider push messaging an important component of our communication strategy," said Jen Taylor, Director of Digital Audience Development at A+E Networks. "Localytics gave us the platform we needed to understand our customers at a granular level and communicate with them in a targeted, automated way with push messaging."

The Data Behind Push Notifications

Additional research from Localytics shows segmenting push messaging – a practice that is now widely adopted by digital marketers – increases app use and drives conversions. Key findings are:

• Fifty-two percent of users enable push messaging on their mobile devices.
• Compared to generic, broadcast messages, which have a 3-percent open rate, segmented push messages drive a 7-percent open rate.
• Of people who open a push notification, 54 percent will convert from segmented push, compared to only 15 percent from a broadcast message.
• Push messaging drives 88 percent more app launches for opted-in users. This is even greater for e-commerce apps, which saw a huge 278-percent lift in engagement.
• Push also helps counter one-time app use, which decreases for push-enabled users from 21 percent to 11 percent. What's more, push enabled users spend more time in an app, with more than 50 percent of them returning to the app at least 11 times.

"In today's always-on, hyper-mobilized world, capturing users' attention is more difficult, but we've found targeted and personalized push messaging can achieve strong customer engagement – as well as have a measurable impact on key business metrics," said Raj Aggarwal, CEO of Localytics.

About Localytics
Localytics is the leading marketing and analytics platform for mobile and web apps. Localytics works with some of the world's most well-known brands, like eBay, Salesforce, Fox, and The New York Times, helping them create great experiences for their customers and maximizing profitability, engagement, lifetime value and loyalty. Localytics provides tightly integrated analytics and marketing for more than 1.5 billion devices across more than 25,000 apps. Localytics has offices in Boston, San Francisco, and London. Learn more at http://www.localytics.com.

About A+E Networks
A+E Networks®, LLC. is an award-winning, global media content company offering consumers a diverse communications environment ranging from television networks to websites, from DVDs to highly popular watch Apps, games, educational software and a robust array of consumer products. A+E Networks is comprised of A&E®, Lifetime®, History®, LMN®, FYI™, H2®, A+E Studios™, History en Espaňol™, Crime & Investigation Network®, Military HISTORY®, A&E IndieFilms®, A+E Networks International®, A+E Networks Digital® and A+E Networks Consumer Products™. A+E Networks channels and branded programming reach more than 350 million households in over 160 countries. A+E Networks, LLC. is a joint venture of Disney-ABC Television Group and Hearst Corporation.

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SOURCE Localytics