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Webvision Cloud – Improving Engagement and Revenue Opportunities at MBI

MBI (Media Business Insight) publishes a number of online, subscription-based magazines for the specialist television, film and creative industries. Broadcast Now and Screen International are two of the company’s most well-regarded titles. Formerly part of EMAP Ascential Group, MBI became an independent company in 2014.

mbi macbooks

mbi macbooks

EMAP had been using Abacus’ Webvision Enterprise solution for website content management since 2008. When MBI became a separate company in 2014, the new organisation also inherited the use of the Webvision platform. MBI started discussing the move to a new technology in 2016. Although the legacy system had worked well, it could be expensive and relatively slow for any custom changes to be implemented. The websites were not responsive and even though a separate ‘mobile-friendly’ site had been developed, it was not integrated and rather ‘clunky’ to use. The Cloud-based platform would provide MBI with a continuous roadmap and a substantial number of new developments and enhancements with each release. MBI considered the option of a brand new enterprise solution but the costs were prohibitive, amounting to at least twice as much as a Cloud-based approach.

The new sites went live in August 2017. The project involved the design of the new responsive Broadcast and Screen sites, extensive business analysis to ensure that the solution delivered exactly what MBI needed and training for the users. In addition, Abacus integrated seamlessly the new Cloud-based platform with other systems in use by MBI. The improvement in user engagement is illustrated by the significant increase in unique subscriber numbers for both titles. The number of social media referrals has also increased significantly.

With the advent of the new platform and our ability to significantly improve user engagement, we have seen an 18% increase in the number of unique subscribers for Broadcast in the year starting February 2017. The title also beat all its KPI goals for the year as a result of moving to the new platform. Screen saw an increase of 44% in unique users, with 49% of all traffic for this title now coming from mobile devices. The cost for our two new responsive sites was 50% of what we’d have had to pay for a new enterprise solution, and we made this money back within just six months based on our ability to sell native advertising.

“Overall, Webvision Cloud is enabling us to be cleverer with our marketing messages with improved targeting of relevant content and better engagement with our users.”


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