Manorama Online
2020 Winner

Manorama Online

The Malayala Manorama Co Ltd

Kottayam, India

Category Product Development

Media associated with this campaign

Overview of this campaign

 To deliver the Malayali diaspora an unified experience across the Manorama Family, a brand identity refresh was brought to ManoramaOnline, identifiable to the letter 'M'. It has been designed with high visibility in mind and refreshed to convey a more modern brand.

 We keep evolving our content strategies, technologies and digital innovations to respond to the ever-changing world. Our multi dimensional approach of story telling delivered an immersive news experience to the readers. Manoramaonline has made headway in its efforts in reaching the remarkable "50:50 gender balance" in news readership, through our focus on balanced content across gender lines. Innovative concepts were ushered to bridge the generation gap in news readership like "Mkid - the digital newspaper for kids" and "Campus Reporter to nurture the excellent academic scribe to news reporting".

 ManoramaOnline's credibility and its hyper local & global traction has delivered value to the advertiser, thereby hitting a surge of 833% in YOY Native campaigns.

• Connecting the Malayali diaspora across the world, to a personalized and multi sensorial news experience.

• Attaining equal gender representation in news readership.

• Bridging the generation gap in news readership thorough innovative approaches for the young readers.

• Increasing the global reach of ManoramaOnline content.

• Aiming increased hyper local & global traction that inturn accrues relevant audience cohorts for advertising.

Results for this campaign

ManoramaOnline has a monthly traffic of 30.2 Million Users, that marks a reach of 80% Malayalis across the globe.

Witnessed 156% growth in YOY traffic and 86% growth in YOY pageviews, as a result of our constant optimizations and personalized content delivery.

The Simplified home page approach increased the returning visitors by 132%.

The multi dimensional approach of story telling engrossed Manoramaonline readers, hitting a higher reader engagement of 6.6 minutes per visit and growth in readership.

Our approach on balanced content delivery across gender lines recorded 143% YOY increase in female readers, leading to 50:50 reader profile.

Ushering innovative concepts like Campus reporter for the youth, witnessed a spike of 154% in YOY traffic of young audience falling in the age group 15 - 24. (data from Comscore multiplatform report)

As 90% readers access Manoramaonline from Mobile devices, implemented Accelerated mobile pages for faster loading, that resulted in 188% growth in YOY Organic Search traffic.

The revenue from native campaigns surged by 833% from last year, that shows the credibility of Manoramaonline content and the value to advertisers.

• Better understanding of our audience behaviour led us to deliver tailored content, thereby witnessing 132% growth in returning visitors. 

• Multi sensorial story telling resulted in higher reader engagement and growth in readership.

• Tracking user attention span metrics taught us that alike short-form stories, long form news articles also work in certain sections.

• Repurposing content for different audiences and user groups (like Social and aggregators), enabled strong online presence.

Our philosophy is simple - experiment, learn from the outcome and progress.
Irrespective of what is the result of the experiments - success or failures - it contributed to our progress.


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