Time Out readies “radical” changes to digital offering
Time Out is gearing up to make “radical” changes to its website this summer, by delivering personalised content to its users, St. John Betteridge, managing director of advertising at Time Out has revealed.
Speaking at Advertising Week Europe, Betteridge said the way Time Out engages with its readers is “critical” to future success.
The new site will see three “major developments”, which includes personalisation, gamification and platform neutrality.
Betteridge described delivering personalised content as the “holy grail” and said that Time Out is ready to achieve that this year.
“The new site will be able to deliver personalised content to our users, enabling them to find out what to do that is relevant for them. Users will do this by creating a profile, enabling them to curate content that interests them. The site learns their preferences and will serve other relevant content to them.”
The overhaul has been designed to enhance the user experience and engage with readers on the move who are increasingly posting reviews while out and about through Time Out’s mobile platform.
Content will feature a mixture of “personal choice and Time Out inspiration”.
Betteridge added: “The new site will enable our socially active audience to be seen as the leaders and the opinion informers that they are - not only to their own social groups but to anyone in the city who shares their tastes and interests.
"As they create profiles, post comments and reviews and share what they are planning their profiles will come to the fore…they gain kudos and recognition through doing this. Ultimately our audience wants to be in the know and to be seen in the know and the new site will allow them to do both.”
Speaking about advertising within the Time Out brand, Betteridge said the changes will "open up a wealth of targeted and commercial opportunities".