Every week, Effinity puts the spotlight on a partner. The aim is to showcase the variety and richness of our network. This week, Matthieu Wolf, Business Development Director at Le Parisien, answers our questions?
Can you tell us about your company and its services?
I’m Matthieu Wolf, Business Director at Le Parisien, and my team’s aim is to support our partners in their performance issues (Conversion, Leads, Traffic). Le Parisien is a general-interest daily with a readership of nearly 21 million every month. The changing expectations of our readers in terms of purchasing power, as well as the new performance issues facing advertisers, have reinforced our decision to launch a service that responds to these two challenges. The first Buying Guide for the Press media sector was therefore launched in 2017.
How would you define your role in the conversion/loyalty chain?
Our role is to provide answers to our readers’ questions, while generating performance for our advertisers. To do this, we write and publish “Content to perf” articles in our Buying Guide, highlighting the most suitable commercial offers for our readers. In this way, Le Parisien positions itself as a business generator, reaching out to new customers. Our strong expertise in this field means that we can now support over 150 partners every year, and retain 90% of them year after year. We can also draw on our “Promo Code” vertical. Here too, we are the first press media to have integrated the entire technology within our technical teams. This service enables our web users to benefit from an additional discount when finalizing their purchase.
Can you describe a successful operation you carried out with Effinity on behalf of an advertiser?
We work with an e-commerce partner on a “highlights” strategy. We publish two types of content with them, short articles highlighting a promotion on an identified product, and slightly longer content presenting a selection around a theme. The results of our recent Black Friday collaboration are excellent, with a very competitive ROI. On the other hand, we’ve been working regularly with another Effinity advertiser for several years now on the Parisien shopping guide. Here too, we work on Content to Perf to meet two objectives: generate sales on their e-commerce site, and promote their partnerships with manufacturers. The results are also very interesting in terms of visits and performance.
