Case Study: Frankfurter Allgemeine Zeitung drives 62% of new subscriptions and cuts CPO by 18% with Outbrain

Outbrain Becomes the Top Lead Source for Frankfurter Allgemeine Zeitung’s Subscription Campaign

Frankfurter Allgemeine Zeitung (F.A.Z.), one of Germany’s leading newspapers, needed to attract new, younger readers and grow paid subscriptions. To do so they launched a targeted subscription campaign featuring a modern landing page and a raffle (including an e‑bike) to drive sign-ups.

Working with Outbrain, F.A.Z. used Outbrain’s premium publisher network, interest data and Conversion Bid Strategy (machine‑learning optimization) to focus on users most likely to subscribe and defined registration completion as the conversion. The campaign beat the target cost per order by over 18% and generated 62% of all registrations via Outbrain, prompting a two‑week extension.

Frankfurter Allgemeine Zeitung

Nihan Meral

Lead Generation Manager