Case Study: Omroep Zeeland boosts story performance with Smartocto

Optimising story performance with the right editorial data

Smartocto worked with Omroep Zeeland, a regional public broadcaster in the Netherlands, as the newsroom looked for a better way to use editorial data without losing its journalistic focus. The team wanted to move beyond gut feeling and use audience insights, user needs, and creative follow-ups to make stories more relevant and more engaging for readers.

Using smartocto’s editorial analytics, real-time data, notifications, A/B testing, Big Screen overview, and onboarding support, Omroep Zeeland built data into its daily workflow and trained editors to interpret suggestions in a journalistic way. Smartocto helped the newsroom generate stronger follow-up stories, improve performance, and make better publishing decisions, with the team reporting that these follow-ups perform very well and that some stories created with smartocto became the best-performing stories of the day.

Omroep Zeeland

Jan-Jaap Corré

Chief Online Editor