NBC News created Pop-Up Sites To Try Out New Content
- Sameeha Junejo and Sarah Nasir
- Aug 27, 2020
- 1 min read
NBC News created pop-up sites “Mach” and “Better” in order to mix up its news coverage to include more “near news”: content someone reads after they get their fix of breaking news and politics – or as a relief from it. Some brands shy away from the unpredictable nature of news but near-news content is safe for advertisers. Gimbel says that near news “allows advertisers to be in a compelling environment that’s a little bit more brand-safe.”
For these near-news content sections, NBC News also created a cleaner, faster user experience that more seamlessly incorporated ads. Instead of pixel based ads, the redesign incorporates IAB’s ratio based, which integrate into the grid of the page more flexibly. The redesign also puts video first.
NBC News monitors how Mach and Better resonate with readers by looking at engagement and loyalty. Traffic on Mach grew 100% and Traffic on Better grew 60%. NBC News is also tracking metrics like overall time spent, scrolling, view time and articles per session as they give more insight than page views.
If you have any experiences or metrics that would support these elements, we would love to hear from you.
We're a group of graduate business students exploring the importance of local newspapers and news sites, with a focus on sustainability and related business practices. We're hoping to build a community of stakeholders to help and support our research. Please reach out if you're available for an interview to share your thoughts and experiences on the topic.
コメント