Recommending the right content at the right time increases audience engagement

2016/10/24


CASE: Thanks to personalized content recommendations on the homepage, time spent on site triples and page views per visit double at the 140-year-old Canadian newspaper.

Overview

Winnipeg Free Press, a regional media company in Canada, took the huge step forward to personalize not just a small section of their site, but nearly the entire homepage. With the exception of some space reserved for editorially evaluated content such as breaking news, their homepage is run by Cxense Content technology.

Challenges

Audiences are more demanding than ever, resources are tight and new competitors are constantly challenging traditional media companies. Resources at the publisher, both human resources and screen real estate are at a premium, needing to be utilized to the fullest to enter the era of engagement. There are technologies out there capable of providing the extra push a media company needs to capture the attention of their audiences, increase satisfaction with the brand, and drive revenue.

Users hang around longer… and consume more content

Acting on data in real-time, Winnipeg can cater to user interests to keep them on the site longer so they consume more relevant articles.

Winnipeg Free Press creates content for each individual user according to their tastes. They select the best pieces of content over a certain time period. They look at what is trending, take into account what the individual reader has looked at previously and what lookalike readers are enjoying on the site.

After Cxense implemetation…

thanks-to-personalized-content-recommendations

“Users get more original content which matters to them, brought to the homepage. It also lets our team spend more time on what really matters: the news.” Christian Panson, VP Digital, Winnipeg Free Press.

For more info contact: Otto Neubert, otto.neubert(a)relevant-digital.com
Source: Cxense, Download Case study

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