Case Study: Omroep Brabant boosts newsroom impact with smartocto

Omroep Brabant - Customer Case Study

Omroep Brabant, the largest regional broadcaster in the Netherlands, sought to move beyond basic analytics to understand what content truly resonated with its audience. They needed a tool that provided a real-time "livestream" of story performance and deeper insights into audience engagement, rather than just raw, backward-looking data, to guide their editorial strategy and drive growth. This led them to partner with the vendor smartocto.

smartocto provided a comprehensive editorial analytics solution, including real-time dashboards and the Tentacles A/B testing tool, which allowed editors to optimize headlines and placements on the fly. This empowered the newsroom to make data-informed decisions, increasing article performance by 10-20%. The deeper insights from smartocto shifted the focus from mere clicks to meaningful engagement and impact, validating journalistic choices and helping Omroep Brabant maintain its leading position.

Omroep Brabant

Tim Zunneberg

Head of Development