Independent.ie reached an all-time traffic high in June 2015, achieving 89.2 million page impressions and 9.3 million unique users.
A significant increase in page impressions from mobile was also achieved in June, which continues the on-going trend of mobile growth, while desktop and tablet traffic remain stable. Independent.ie has also achieved an increase in its Irish audience in the last year with growth from 3.7 million – 4.7 million (27% growth YoY).
The stories driving traffic in June were tragic events from Ireland and abroad including the passing of Paulo Tullio and the shocking Berkeley tragedy. Some lighter news stories such as ‘Toe – gate: Spanish mayoress’ toes steal the attention of the Internet’, ‘NASA cuts live feed as ‘UFOs’ spotted leaving earth’ and ‘Vine star trends worldwide after x-rated video leak’ also drove traffic to Independent.ie.
The big page impression drivers were celebrity lead stories with ‘Ray D’Arcy leads starts at Mairead Farrell’s wedding to Louis Ronan’, ‘Irish rugby player Sean Cronin weds long-term love Claire Milcahy’, ‘Rugby stars line out for Peter Stringer and Debbie O’Leary’s big day’ and finally, given the nation’s obsession with looking at other people’s houses ‘Dermot Bannon; our house is very modest, everyone who visits is kind of underwhelmed, but it’s home.’
The key drivers for unique users to Independent.ie in June were social with a huge surge in traffic from mobile at the time of the devastating Berkeley tragedy. Search performed well and held its own despite the significant rise of social and mobile traffic to Independent.ie.
Lia Bresnihan, Head of Marketing for Digital at INM says;
“This continued growth on Independent.ie reflects the adoption of a number of initiatives focused on driving user engagement across the site and the continuous innovation and investment made by INM in digital over the past 18 months.”
Meanwhile, Independent News & Media (INM) has launched a new brand advertising campaign to introduce its recently combined print and online sales team, and its advanced advertising offering.
An excellent advertising example of output from the newly formed team is a cross platform campaign that SUBWAY recently ran with INM. The competition allowed rugby teams, schools and tag rugby teams the chance to win €1,000 for their club and a training session with Irish International rugby player Tommy Bowe.
This multi-platform campaign was driven through native content, display advertising, print advertising and a strong social strategy. The competition attracted entries from over 100 rugby teams across Ireland. In addition to running on Independent.ie, the campaign ran across INM’s regional titles online and The Herald newspaper.
By using the right advertising placements, INM ensured that SUBWAY’s target audience was reached. Find out more about the campaign and view creative here.