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Haymarket
Car News Feed App

Objective

Haymarket Media Group (HMG) wanted the ability to deliver new car news to readers in an easily digestible way. During strategy sessions with Mubaloo, one of ideas which came out of the sessions was to utilise content being fed into AutoCar and deliver it via an app. This app would provide users with the chance to customise their feeds, thereby receiving only relevant information.

Solution

Market research revealed that news-led apps are among the most popular for ongoing visits and frequency. Whilst readers have been able to access AutoCar via the mobile web or app versions of the magazine; there wasn’t a news feed that provided customisation.

The Car News Feed app has been designed to be simple and intuitive to use, that delivers a faster experience than loading up Haymarket’s AutoCar mobile website. By including different filters, Haymarket is able to find out more about what readers are interested in, and deliver more relevant advertising based on this.
Car News Feed achieved a UK first by integrating native in-feed advertising powered by InMobi and implemented by Mubaloo.

Designed to be simple and intuitive to use, Car News Feed helps to compliment HMG’s existing AutoCar app and mobile website as a way of providing filtered news and push notifications about the latest car news. HMG will use filters to find out more about what interests its readers and will use that information to enhance future iterations.

Car News Feed App

Results

The Car News Feed app was launched in May 2014 and has seen a steady increase in the number of daily users and article reads. In the first few weeks, the app received more than 40,000 sessions and is continuing to grow in usage and engagement.

In the first month, the app saw a 50% retention of initial users, proving the theory that creating a news feed would prove popular.

The first iteration of the app was designed around simplicity. Future versions of the app will see more complex functionality being introduced, with the possibility of bringing news feeds in from Haymarkets other automotive brands.

Car News Feed App in-app screenshot

It’s the fastest way to load car news. We’re building new experiences, attracting new readers and getting more personal. This is just the beginning.

Chris Lower, publisher of What Car?

Technical Specification

  • Native iOS app built from the ground up
  • Push notifications to alert readers about relevant news to them
  • Filter options to customise news feed and cut out irrelevant content
  • Features in-line native advertising, powered by InMobi
  • Deloitte Tech Fast 50 winner 2014
  • Appsters winner for best use of API 2014
  • Ranked as the top app developer outside of the US by research firm Clutch
  • UXUK Winner 2014
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  • Mubaloo innovation lab
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Company registration number: 0‌6770774.

Registered address: Mubaloo, 3 Grosvenor Gardens, London, SW1W 0BD