To shore up its mobile future, digital news and photo provider United Press International (UPI) partnered with Mobile Posse, using its Firstly Mobile platform to drive traffic to its digital properties.

UPI has been around for over a century — founded in 1907 as the United Press news agency. It has high brand recognition among the 45-to-54+ demographic, but it wanted to attract younger consumers.

The strategy worked. Firstly Mobile, a content discovery platform distributed through wireless carriers and smartphone OEMs, allowed UPI to see dramatic changes to its engagement, including an average increase of 30 seconds in time on site, an 86% increase in click-through rate, a 26% decrease in bounce rate and double the mobile CPMs.