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Nyt Chat Media is talking to you A totally new way to reach millennials
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It all started with Whatsapp… • In 2014 Nyt started to send a daily, curated
Whatsapp-message to all those who just simply added Nyt as their friend on Whatsapp
• The message included links to most interesting articles in Nyt.fi
• Tone of the message was very personal and ”chatty”. Our friends sent messages and photos to us and we replied
• Soon it became too popular: with over 5000 subscribers we just couldn’t handle the amount of friends with heavy technical load for one account. But we had learned something…
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We needed something totally new for Millennials:
an experience that differentiates the product
from web-era architectures and design
choices: simple chat-based communication is
something young audiences are used to follow
a mobile-only experience with a strong focus
on community and audience building
an innovative and native revenue model based
on coupons and events around community to
counter diminishing returns from banner ads
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We created an app that delivers news over a chat-like interface
The app is modeled around UX that's
familiar from Whatsapp, Facebook
Messenger and other chat and
conversation based apps
The user gets information in "message-
sized" chunks and can reply to the
editors with text, photo or video
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Introducing:
Nyt Chat-app
• a media that talks to you
and you can chat with
• soft-launch in November
2015
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We involve users and chat to them as they were our friends
• a quick way to make surveys and ask anything related to hot daily topics
• hundreds of answers in a matter of hours
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A totally new way to make native advetising
• an innovative revenue model based on coupons and promotional events around community.
• Our goal is to counter diminishing returns from banner ads and the coming dilution and saturation of video advertising.
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First results are promising:
• Thousands of active weekly users and a lot of good feedback straight from users through app
• The active user base (MAU) has good retention compared with other Sanoma apps.
• Commercial partners have found the platform effective, as we have been able to mobilize hundreds of users to attend events as part of ongoing partnerships
Partner
content
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Lastly, we wanted to build on
positive results from a year-long
experiment in delivering news over
Whatsapp.
Nyt was one of the first news sites
to experiment with Whatsapp, and
we got international attention for
the experiment.
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THANK YOU! Some winter pics we have received through app