On 26 February 2014, the nation was tuned into the 2014 Budget speech and Fin24 went live with its real-time budget coverage on a dedicated microsite
. Says Jannie Momberg: editor-in-chief of News24: "It was a major day for both the nation and Fin24 yesterday. We reached an excess of half a million page views and counting, proving that the South African consumer is hungry for real-time coverage, engagement and sharing opportunities for news that affects us all."
A surprising 80% of the users came from desktop with more than 95% of users returning for updates during the course of the day. The favourite click throughs were:
- Live updates
- Budget in a nutshell
- Relief for taxpayers
Interactive elements included expert commentary, multimedia, tax calculators and a comments section beneath each article.
The microsite proved to be the biggest online destination in South Africa for budget news, with figures reaching 616,055 page views by end of day 27 February. The site's traffic was double that of its nearest competitor.
Says Fadia Salie, editor of Fin24: "We set up a dedicated team to cover the Budget, condensing information in as short a time as possible to provide our readers with summarised, accurate information that they could immediately use and share instead of purely covering the Budget from a news perspective. The infographic is an example of how we used native advertising content to provide concise information in a shareable format."
The SpaceStation, 24.com's digital sales division, packaged the 2014 Budget microsite for the Standard Bank sponsorship. Says Elise Blundell, head of business and commercial banking marketing, Standard Bank: "Standard Bank is delighted with the Fin24 Budget sponsorship. Our approach to marketing has shifted to focus on providing information to our customers that adds real value to their lives, enabling them to make informed financial decisions. Fin24 was willing to partner, engage and explore different tactics to support this strategy."
Concludes Geoff Cohen, CEO of 24.com: "There is no longer a debate regarding South Africa's increased use of online news platforms as their primary channel of information. 24.com is not only staying abreast of this trend, but is leading the way in terms of news team consolidation for real-time reporting."
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