Media Prima drives 525.71% uplift in average session duration with InStory

Insider's amazing instagram-like tool that features exciting and engaging UX with bite-sized content based on user's interest. We've seen a massive over 500% uplift in average duration per session.


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About Media Prima

The Media Prima Group is Malaysia’s leading fully-integrated media house, with a repertoire of media-related businesses in television, print, radio, out-of-home advertising, content creation, and digital media. The Group has four television channels and four radio stations. It is also the owner of New Straits Times Press, Malaysia’s largest newspaper publisher with three national news brands. The Group currently ranks third in Malaysia in digital reach. Media Prima Digital spearheads innovation, digital marketing, and technology within the Media Prima Group, providing holistic, end-to-end digital solutions encompassing performance marketing, mobile app development, data science and analytics, social media listening, and more.
Deploying Insider’s personalization platform to optimize content, create personal user experiences

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.

Media Prima registers a stunning boost in average session duration, using InStory

What impressed Media Prima the most was InStory, Insider’s Instagram-like tool that features exciting and engaging experiences using bite-sized content that’s based on user interest. InStory created a phenomenal impact for the organization, as they saw a massive 525.71% uplift in average duration per session on, merely by deploying this one tool.

“The digital publishing landscape is constantly evolving, the competition is becoming fierce, and it is increasingly difficult to cut through the noise and clutter. The Insider team made it so easy for us to keep up with the latest technology and stay ahead of the curve. The depth of work that Insider can do is particularly valuable. Apart from their user-friendly dashboard and ease of integration, the team is really attentive and proactive in coming up with new ideas and ways to help us. They clearly understood our core business and what we’re trying to do, and tailored their suggestions, even coming up with new suggestions, and reporting accordingly.”

Paul Moss

General Manager for Data Services, Media Prima Digital

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