Page 85 - The EDIT | Q1 2017

Ideas
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over 5,000,000 commuters a week. The near-time deal with the digital OOH network was a first
in South Africa. Editors cut the
15 min news bulletin down to 30” versions focusing on the 3 stories with the most online traction. These were then uploaded overnight to the Taxi TV and Rank TV network going live at 7am each morning on 1,000 screens across the country.
Why you did what you did?
We analysed news consumers across print, online, mobile
and TV and found that eNews consumers had a very specific behaviour. Of all the consumers of news media, eNews consumers tended to be contributors to news stories. They were more likely
to comment, share and engage with the stories than any other news consumer. It was clear that they wanted to be in the know with the most up to date news at all times. We realized that if we didn’t mobilize our audience in the spaces they are used to consuming news, we would not be able to compete against
the other news networks and publishers.
What you achieved?
• 389% more facebook views than forecasted achieving 233,840 views (R0.09 CPV). This is less than $0.01.
• Custom built Smart Versioning banners yielded a CTR of 0.56% (industry average 0.2%).
• 19.89% view rate on youtube versus forecasted 8.00%.
• 16,273 clicks which is 177% higher than forecasted.
• Most importantly, Ratings grew from 4.4 to 6.3 during the
campaign period.
THE EDIT ISSUE 05 | Q1 2017