New York's Daily News digs into location for news personalization
March 12, 2013
New York's Daily News has launched a new mobile application that ties its content with location to make news reading more contextually-relevant.
The Daily News app is available for free download on both iPhone and Android devices and combines the publication’s digital content with local resource information. MyCityWays is powering the local city guide portion of the app’s content.
"Daily News sought to enhance its mobile growth by increasing use cases for consumers and highly targeted marketing opportunities for its advertisers," said Puneet Mehta's CEO/cofounder of MyCityWay, New York.
"The media property wanted to add value to its readers beyond its great editorial content by also providing real-time location-based services and information," he said.
"Daily News also sought to boost local advertising revenue and wanted to provide new opportunities for advertisers and sponsors to connect with readers in contextually-relevant ways."
The Daily News claims to be New York’s biggest newspaper, and is the fifth-largest daily newspaper circulated in the United States. Additionally, the publication boasts the seventh-largest news Web site in the U.S.
Consumers can download the Daily News app for free download on iPhone and Android devices.
The app marries the newspaper’s content with a local angle.
For example, the app’s city guide feature breaks down activities in the New York area for users with categories including shopping, restaurants, nightlife, sports and art galleries.
Search results for each category are then served based on the user’s proximity to the activity. Each activity listing features contact information and sharing options via Facebook, Twitter, email and SMS.
Additionally, live traffic cameras let consumers view travel information in real-time.
The Daily News is also aiming to drive engagement with a built-in QR code scanner that is meant to be used in tandem with its daily print product. Educational information on how to use the mobile bar code scanner is printed across the screen.
Additionally, digital news content can be customized by users. Consumers can view a list of all news channels and pick their favorites.
Advertising also takes a local approach in the app. For example, a story about the New York Yankees on the app’s homepage is placed above an ad for Tri-State grocery chain Fairway Market.
Advertisers looking to reach a specific group of consumers – such as sports fans – can geotarget campaigns to a specific category, per MyCityWay.
Standard mobile banner ads also run alongside articles.
Mobile is local
The Daily News deal is MyCityWays’ first media partnership. Other brands working with MyCityWays include Macy’s and BMW.
For example, Macy’s launched a Thanksgiving Day Parade app late last year to tie in with its television broadcast. The app also helped parade attendees navigate the route (see story).
For publishers specifically, personalization is key in driving digital readership.
Therefore, the Daily News is smart to incorporate location into its mobile initiatives to keep content contextually-relevant.
"Media companies should be focused on becoming an active part of their readers' daily habits beyond news on the always-on mobile devices," Mr. Mehta said.
"By providing hundreds of reasons for consumers to refer to the app each day in addition to their trusted brand and quality news content, the Daily News can engage repeatedly with their audience by offering highly relevant content, functionality and advertiser messaging based on multiple factors, includinglocation, intent, time of day and user profile," he said.
"Also, by providing a comprehensive mobile experience, traditional media properties can reclaim local search — and thus local advertising — by positioning advertisers where relevant. This drives a better user and advertiser experience. Ultimately, this builds real value for local advertisers and connects them with the right audience to help boost their businesses."
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York
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