Takeaways from USAT’s mobile success
Editor’s note: is article has been reprinted with permission from WAN-Ifra and edited for space.
USA Today was recently named Mobile Publisher of the Year and Mobile Web Site of the Year by Mobile Marketer. Editor-in-Chief David Callaway told WAN-Ifra’s Angelique Lu how its grown the app since it was launched nearly 20 months ago. Here, Lu curates key takeaways Callaway shared with WAN-Ifra. on mobile devices
“ e stu that doesn’t work so well we found is … the traditional newspaper story that is just put online. e mobile reader is a di erent reader to the newspaper reader and really a di erent reader to the desktop reader. ey need to be addressed with certain strategies that are unique to that medium.”
6. Mobile content needs to cater to di erent platforms
“Something that works on the iPhone doesn’t work on the Android — it’s really a learning curve. [We try] to develop stories that work across platforms, especially on something big like the Paris terror attacks ... to really focus on mobile rst and then the rest of digital and video.” e engagement we see on the app is fantastic — people come and they stay on.”
11. Ads integrated into newsfeeds combat banner blindness
“We started experimenting with putting ads in the newsfeed. As you can imagine, a lot people complained. But, to be honest, that’s resulted in more people clicking on the ads and better revenue.
“By integrating the ads into the newsfeed we can solve that banner problem. We did the banners too ... and they don’t perform very well. By putting them inside the newsfeed they perform a lot better because people run right into them and … they’re considered part of the feed. Engagement on the ads themselves has increased because, believe it or not, some people are scrolling through and they see the ad and they do react.”