New Delhi: ABPLIVE, a premier digital news publisher in India, has significantly augmented its user engagement and data acquisition strategy by integrating Google Identity Services (GIS) across its extensive digital landscape. This strategic move has resulted in a remarkable acceleration in the acquisition of first-party data, crucial for the company's growth and user personalisation efforts.
ABPLIVE, with its breaking news, premium content and high-value editorial pieces, caters to a diverse audience with content in English and seven Indian languages of Hindi, Bangla, Marathi, Gujarati, Punjabi, Tamil, and Telugu, reaching over 100 million monthly active users. The main challenge was to develop a robust first-party database, essential to tailor user experiences and foster engagement across different marketing channels. The key was to simplify the user journey, making account creation and authentication swift and hassle-free.
Strategic Implementation Of GIS
ABPLIVE deployed Google Identity Services, including One Tap and Automatic Sign-In solutions, across its eight websites (both desktop and mobile versions) and mobile applications. These solutions bypass the often cumbersome registration processes, offering a seamless sign-up and sign-in experience. The result was a user-friendly interface that encouraged rapid account creation and effortless access.
Impressive Results
The impact of GIS integration was immediate and significant. Within just 60 days of its implementation, ABPLIVE recorded a surge in user sign-ups, with nearly 100,000 new user logins. The Hindi language platform contributed to 50% of the total logged-in users among all the languages, indicating a significant market penetration in this demographic. This not only underscores the effectiveness of the GIS integration but also positions ABPLIVE to substantially boost its first-party data collection. The integration led to an 80% reduction in the time required for a user to log in, transforming a previously 3-click process into a single-tap experience.
Speaking on the integration, Vijay Thapa, Chief Digital Officer at ABPLIVE, said: "User sign-ups is one of the most critical steps for our Reader Revenue project and implementation of Google One Tap login has been one of the most important milestones to accelerate the pace of user acquisition."
ABPLIVE's successful GIS integration marks a significant milestone in digital publishing in India. By enhancing user engagement through a streamlined sign-in process, ABPLIVE looks forward to delivering more personalised and engaging content to its vast user base.