REV Media Group boosts content engagement with Insider’s personalized CX capabilities

The Insider team made it so easy for us to stay ahead of the curve. The depth of work that Insider can do is particularly valuable…

25

%
Click Through Rate Uplift

22.3

%
Average Session Duration Uplift Reading Progress Bar

168

%
Pages per Session Uplift on Desktop Clickable Header on Homepage

About Rev Media

Industry leaders trust REV Media Group (formerly known as Media Prima Digital) as the leading digital publisher in Malaysia. Over 30 top authority brands with an extensive distribution network that reaches out to more than 15 million people each month, about 75% of Malaysia’s internet population.

As 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. Rev Media Group spearheads innovation, digital marketing, and technology within, providing holistic, end-to-end digital solutions encompassing performance marketing, mobile app development, data science and analytics, social media listening, and more. Leveraging on a comprehensive platform and reach, they strive to elevate brands to greater heights through influential, data-driven digital marketing solutions and exceptional content aimed at winning the hearts of consumers.

Testing ads without negatively impacting UX

As a non-subscription based publisher, key revenue steam comes from showing ads on the site. Hence optimising ad performance is important to drive revenue across the platform and REV Media Group needs a way to test the placement of ads on their page without affecting overall user experience.

Using Insider, REV Media Group was able to test different placements of ads within their homepage, via the experiment module.

25% click-through uplift for variant A above the NST TV and Opinions section performed better. Why? Because it was at a more prominent spot on the page and captured visitors’ attention before they started reading articles and watching videos.

Reading Progress Bar

REV Media Group noticed that there was a significant drop off for users that are on their articles and do not actually finish reading the full article before leaving the site. This causes a drop in ad revenue when users are not exposed to ads, especially placed around the end of the article. REV Media Group needed to find a way to make their readers stay on the site longer so that there are better chances of ads being served to them as well as being directed to other related content.

A customised reading progress bar was implemented on the article title so that users are able to gauge how long an article is towards the end by scrolling down the page. This will help encourage users to continue reading and reaching the end of the article.

22.3% in Average Session Duration Uplift -- letting users know where they are in their journey creates transparency and increases their session duration because they know how much longer they’ll have to go to get to the end.

Clickable Header on Homepage

REV Media Group noticed that users have very low pages per session when they are on the homepage even when there’s a lot of content on the homepage.

Insider noticed that all the section subheaders on the homepage are not clickable which probably led to a lot of people not being able to instinctively browse categories of content they are interested in, only what was shown on the homepage. Hence Insider helped create a breadcrumb and make all section subheaders clickable and easily redirect users to categories they are interested in.

Up to 168% pages per session uplift on desktop

Up to 141% Average session duration uplift on desktop

Up to 110% pages per session uplift on mobile

Up to 70% Average session duration uplift on mobile

“The digital publishing landscape is constantly evolving and it is increasingly difficult to cut through the noise and clutter. The Insider team made it so easy for us to stay ahead of the curve. The depth of work that Insider can do is particularly valuable… their user-friendly dashboard and ease of integration, the team is really proactive in coming up with new ideas. They clearly understood our core business and what we’re trying to do.”

Paul Moss

General Manager for Data Services

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