Case Study: Meredith Corp. boosts engagement and lowers costs with Naytev

Meredith Corp. - Customer Case Study

Meredith Corporation, the media company behind Food & Wine and Cooking Light, needed a better way to optimize social content performance and reach high-quality audiences on Facebook. Using Naytev’s A/B testing platform, the team wanted to identify which messages and creative combinations would perform best while improving productivity and scaling testing beyond what was practical in Facebook Business Manager.

Naytev enabled Meredith to run fast, cross-functional tests on headlines, thumbnails, and links, helping editors quickly find winning creative. The results included a 147% increase in clickthrough rate, a 34% increase in video view time, a 14% increase in video view rate, and lower costs across the board, including 31% lower cost per click, 16% lower cost per view, and 13% lower cost per engagement. In one video test, Naytev delivered a 65% lift in percent of video watched and a 26% lift in video view rate, while a link test produced a 445% higher clickthrough rate and a 90% reduction in cost per click.

Meredith Corp.

Stacey Harrington

Audience Development Manager