Media Prima was looking for a platform that would enable the company to optimize content as well as user experiences. The Media Prima-Insider partnership, which kicked off in 2017, helped the media conglomerate achieve both goals.
Using Insider’s personalization platform, Media Prima’s digital team was able to optimize content based on a visitor’s behavior and preferences. For example, they sent out automated browser push notifications to readers to notify them when their favorite author published a new article. The company also personalized its homepage content and developed targeted scenarios to encourage social sharing of content by users with their friends via social media channels and messengers.
The strategy paid rich dividends. Media Prima saw a significant improvement in user engagement across its brands. For example, by showing a `Read Next Article’ button, it registered a 90% uplift in pages per session and over 300% uplift in average session duration on The News Straits Times (NST). What’s more, NST’s mobile homepage personalization resulted in a 60% uplift in pages per session and 75% uplift in average session duration.
Media Prima saw a 360-degree improvement in its user engagement metrics. Its KPIs for pageviews per session, session times, ads viewability rose to a point where they actually exceeded the company’s KPI goals.