31 January 2015

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Trinity Mirror in deal to boost website page views

Trinity Mirror has partnered with content discovery platform Outbrain in a move which aims to increase page views for its titles across the UK.

The publisher has signed a deal with Outbrain which aims to increase user engagement by providing personalised recommendations for articles and video content to those using any of its websites and mobile platforms.

The move will see internal links provided to users to help them discover more that is of interest to them and will apply across all Trinity Mirror’s national and regional websites, including Wales Online and the Liverpool Echo’s site.

Under the deal, revenue will also be made by the publisher, as it will use Outbrain to generate revenue by recommending external third-party content, with it receiving income when users click on this.

Ian Dowds, managing director for digital media, said: “In testing, Outbrain offered impressive results in terms of engagement and click-through rates across our digital properties.

“With the increasing levels of news being consumed on mobile devices, keeping readers engaged and interested across various digital platforms is centrally important to us. Outbrain offered us a complete solution to provide interesting content to our readers across our entire digital newspaper portfolio.”

Outbrain works through a series of sophisticated algorithms that identify content that will be uniquely interesting to each reader, rather than just contextually similar, so they receive personalised content which aims to keep them on the site for longer.

Simon Edelstyn, managing director of Outbrain Europe, said: “Outbrain will work to support Trinity Mirror’s primary objective of improving engagement and page views, whilst also offering a new, incremental revenue stream.

“We are delighted to have been selected as Trinity Mirror’s exclusive partner, providing robust and reliable recommendations to drive engagement across its online properties.”


  1. Ex TM, Durham

    Great that TM is recognising the importance of online, what with double digit sales decline each year, but how about providing better content and more of it, online? The search facility on TM sites is appalling too. Try looking up an archive story by keyword on journallive, and it’s pot luck what turns up. Ought to be a central point of reference for news in the NE, but it’s woeful.

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  2. jim staples

    TM has been using Outbrain for at least six months. Why is this news?

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