‘HappyWall’ is a cooperation between Mediafin (publisher of financial newspapers De Tijd and l’Echo), NGDATA and Adhese. The aim of the project is double. For the editors of both newspapers a dashboard will be designed that will provide insight on how users interact with specific online content. For users a dynamic, personalised paywall will be set up on the online edition of both De Tijd and l’Echo. ‘HappyWall’ wants to offer users a better online experience by providing them with content tailored to their interests and preferences. This should lead to a higher conversion rate and expansion of the number of (payed) subscribers.
‘HappyWall’ is a new innovation project that will take the results of a prior cooperation between Mediafin, Adhese and iMinds one step further. The international acknowledgement and support from Google means a lot to the partners involved.
‘Consumers more and more want to be approached as an individual. Up until now paywalls were collective solutions. They missed a personal and dynamic approach, thus sometimes missing the opportunity to convert readers’ says Steven Noels, CTO at NGDATA. ‘We’re excited to be part of the HappyWall project. We aim to make paywalls even more productive. By combining Lily Enterprise with the Adhese ad server we hope to help Mediafin to become even more efficient at converting readers to paying subscribers.’