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BizReport : Blogs & Content archives : July 16, 2013

News360 launch includes personalized targeting

A new release out today from News360 takes targeting one step further, which should help to drive reader engagement. In an early test both clickthroughs and reader engagement surpassed industry norms. The platform has more than 4 million readers.

by Kristina Knight

News360 gives brands and content providers the ability to promote original and branded content as well as editorial branded content across mobile devices. Brands can identify relevant audiences using the personalization engine; segments are adjusted based on performance and user behaviors. The app is available for iOS, Android and Windows Phone devices.

CinCom Systems was one early adopter of the new platform. During a month long campaign, results included:

• 48% increase in CinCom Expert Access feature readership
• 7% of readers shared content via social networks
• 35% engagement increase (A/B testing)

"Brands are increasingly becoming their own content publishers, but distributing that content to grow and attract audiences remains a big challenge," said News360 CEO Roman Karachinsky. "Our promoted articles platform allows marketers to plug in existing brand editorial, corporate blogs, whitepapers or video in any format, and target it to a very specific, highly engaged, mobile audience."

News360 is a personalized news app, feeding relevant content to readers; content feeds are based on reader interests as well as reader behaviors and social cues. Their platform has 4 million users with one-quarter of sessions lasting at least 10 minutes and one-quarter of readers returning at least 7 times in a given week.

As for a breakdown across mobile screens, News360 reports:

• iPhone unique clickthrus of 12.5% and on iPad a 5% unique CTR
• iPhone readers spend about 90 seconds on each article, iPad users spend about 75 seconds

Image via Shutterstock

Tags: ad targeting, branded content, content advertising, news content, News360

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