Gannett Chief Digital Officer: USA Today Site Revamp is a Prototype for Stations, Papers

By on 02/21/2013 6:46 AM @daisywhitney

As the flagship property at Gannett, USA Today’s recent Web site revamp will likely serve as a prototype for other Gannett properties. At the Beet.TV executive retreat earlier this month, we heard from David Payne, Senior VP and Chief Digital Officer with the Gannett Company, who spoke with Rob Norman, Chief Digital Officer at GroupM Global, about the new ad/content platform as well as measurement challenges in a digital world.

“USA Today is the first of the rollout of this new paltform that will then go to the other 100 properties across the country,” Payne explains to Beet.TV.

The redesign features a site optimized for any device and engineered for left-to-right navigation. “Because we open up the entire screen for advertising in a native and fluid user experience, the behavior we are trying to create is not scroll, scroll, scroll, it’s skim, skim, skim,” he explains. Ultimately, the goal of the revamp is to move away from needing to click on an ad to learn about the product or service, to integrating the ads into the experiene, much as magazine ads are, he says.

Gannett is also eager for multi-screen measurement. “Measurement makes everything better,” Payne says, adding that Gannett relies on third-party measurement from companies such as Comscore with its Validated Campaign Essentials and Pointroll for its attribution models. “We need to unify that data into a common currency. Until then it will be messy and challenging.”

Payne adds that Gannett is exploring how to share content across its properties, from local stations to newspapers. “You get a perspective of national and local and this is our challenge — to think of ourselves not just as one entity but as a massive organization. We have 100 bureaus, if you think about it.”

 

 

 

Recent Videos
image
Header Bidding Rears Its Head With Yield And Cost: OpenX’s Saifee

PALM SPRING — Look out; there’s a new piece of ad-tech lingo on the block. So-called “header bidding” has emerged as “one of the primary drivers of growth in programmatic for publishers over the last year”, according to OpenX monetization VP Qasim Saifee. So what is it? ...

image
Nielsen Onboarding TAM As Measurement Wars Heat Up

PALM SPRINGS – After comScore’s merger with Rentrak to combine multi-platform media measurement, it’s over to you, Nielsen. Ad agency Group M chairman Irwin Gotlieb last year told Beet.TV media measurement is broken because measurers are using the wrong yardstick in the multi-screen era. ...

image
Deloitte Gets In To TV Tech Tools Game: Ledger

LAS VEGAS — These days, it seems it is no longer enough for a consulting firm to just offering consulting advice – you have to back it up with implementation, too. That’s what Deloitte is doing by partnering with three software providers to wrap up their offerings as one of its own, the ...

image
Programmatic Ad Rates Will Be Higher Than Direct: Meredith’s Schenck

When programmatic ad trading entered the marketplace in the form of real-time buying from open online ad networks, many publishers feared it would devalue their inventory. But, slowly, publishers have begun to exert controls to keep pricing higher than that. Now rates could rise higher again, one exec ...

image
One Screen Good, All Screens Better: Bloomberg’s Caine

PALM SPRINGS — Bloomberg appears to have been undergoing a renaissance lately, with a line-up of strong products and a solid identity running across its many media outposts. In the latest new advertising tie-up, Bloomberg Media has sold a sponsorship for the green room, during its new Bloomberg Go ...

image
Hearst Reaches Maturity With Programmatic: Parker

Time was, newspaper folk sneered with apprehension at the rise of programmatic methods of digital ad trading, fearing automation in real-time open markets would devalue their ad inventory. But times have changed, and those publishers which have dipped their toe in the water are finding growing returns on ...

image
As Merger Closes, Rentrak & comScore Push ‘New Model’ For Media Measurement

PALM SPRINGS — The merger of media measurement houses comScore and Rentrak just completed, heralding what the pair say is a new era in consumer tracking for brands and publishers. According to comScore, the new entity can now see 260 million desktop screens 160 million mobile phone screens 95 million ...

Screen Shot 2016-02-01 at 12.05.34 AM
Turn’s New CEO On Video And The ‘Three-Legged Stool’

PALM SPRINGS — The world of advertising demand-side platforms is so new, most people may only have dealt with one or two. Bruce Falck says he has worked for five. Falck spent just four months as Brightroll’s COO until Yahoo acquired the company, last year joining Turn, the ad tech platform which ...

image
Sourcepoint Barokas’ Melds Ad Transactions To Beat Blockers

If you believe some of the market research about the prevalence of consumer ad blocking, the sky is falling on a publishing industry that has long depended on advertising. Those surveys may or may not be wholly accurate, but Ben Barokas is intent on solving the problem. Whilst working as general manager of ...

image
Genesis Media Figures Out Out-Stream: CEO Yackanich

LAS VEGAS — When should you put an in-article video ad on a page – and when should you hold back? Two-year-old Genesis Media of New York is an ad tech platform aiming to sensitively place auto-playing out-stream video ads, a format that is gaining in popularity. “Video ad formats are easy ...

image
Adobe’s TVMM Is First OTT TV SSP: Videology’s Gaskamp

LAS VEGAS — Back in December, Adobe updated its Primetime ad platform with TV-buying capability, dubbed TV Media Management (TVMM), powered partly by Videology. The feature aims to let broadcasters plan and package up ad slots in their over-the-top (OTT) offerings. So, what is the big idea? ...

image
Netflix Could Make $8bn From Ads: Analyst Broughton

LONDON — What if Netflix started running ads? It is a topic that has previously been debated here on Beet.TV, with one exec betting: “They’re going to have to start to deploy some type of advertising model to recoup some of the revenue that they’re spending on this programming.” A new ...

loader