There are three ‘L’s driving the redesign of Nine’s online news website: looping video, localisation and live streaming.
Nine, which launched the refreshed 9news.com.au today, has focused more on video content and live streaming, part of a mobile video-first approach.
The website includes new features such as a looping video teaser at the centre of the homepage and the option for users to change their location to receive more localised news.
MacRae says Nine was able to lead with a story about Johnathan Thurston due to the localisation feature
“Being a national website you are hamstrung by that in some ways. In the past we wouldn’t risk leading with a city-specific story because it would alienate so much of our audience,” Nine's head of digital news Josie MacRae says.
“Now users have the ability to tailor content, which is one of the hardest things to do running a national business.”
The old 9News website
MacRae says the initial consumer responses to the beta website have been positive. Nine has not received feedback from advertisers on the new inventory available.
Like all Australian publishers, video and mobile video are at the centre of the experience. But it’s 60 years of TV experience that Nine believes will differentiate it from the crowd.
“The industry focus on video goes forward and all our competitors are looking very hard at the area. Being a TV company, we’ve got a lot of our own video which places us in a competitive position,” she says.
The new 9news.com.au will also have live streaming of major news events through the top right-hand corner of the website, as part of Nine News’ aim to break news across all platforms and integrate its digital and TV assets.
“The big project for us is more behind the scenes and that’s the integration between TV news and digital news to make the most of all our team and resources,” MacRae says.
MacRae pointed to a recent story by TV veteran and Nine’s political editor Laurie Oakes which revealed leaked audio of Malcolm Turnbull impersonating Donald Trump, which now has nearly 500,000 views.
In the past, this type of story would have been reserved for the 6pm news but MacRae says Nine chose to push it online first.
“The Laurie Oakes story was a defining moment for us as a business and shows how we can use digital to have the greatest impact. Going online first enabled us to enhance the debate around the story and increase interest for the 6pm news,” she says.
“It showed the full power of the Nine ecosystem and how if we make the most of all the expertise we have available, we will be formidable to beat.”
Last year, Nine.com.au underwent a similar refresh, with a new-look website introduced along with a mobile-first focus. Since its overhaul, Nine.com.au has risen up the ranks of the Nielsen Monthly ratings, now sitting at second to news.com.au with an audience of 4.7 million.
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