Case Study: Johnston Press achieves 10% increase in WOW247 visits and 31.8% CTR uplift with Dynamic Yield

Johnston Press Increases Visits By 10% Serving Segmented Content Recommendations

Johnston Press, a major UK multimedia publisher reaching 29 million users, needed to funnel qualified visitors from 13 high‑performing sites to its entertainment property WOW247. The challenge was to automate cross‑site behavioral targeting, expand CMS capabilities with a centrally controlled ‘smart’ tag unit, and serve visitors with entertainment content that matched their interests.

Working with Dynamic Yield, Johnston Press aggregated behavioral data to create granular audience segments (e.g., TV watchers, film buffs, music lovers, comedy enthusiasts) and deployed rule‑based recommendation units across the 13 sites to surface personalized WOW247 articles (for example, the three most clicked film articles for film‑interested users). The campaign auto‑optimized by CTR and within 30 days drove a 10% increase in visits to WOW247 and a 31.8% uplift in CTR versus a non‑personalized control.

Johnston Press