After procuring the digital publishing rights from Yahoo!, we planned and rapidly developed an intuitive white label publishing platform which would allow us to enter the digital market quickly across 16 editorial brands. Our approach allowed us to launch 16 sites to market within 6 weeks from the delivery of the first MVP. The initial launch products featured multiple content formats housed within a purpose built modular framework and open source backend to support the varying needs of the brand suite.
Collaborators
- Sam Painter – Design
- Jonathan Munschi – Commercial
- Jason Chen – Architecture
Deliverables
- Product Strategy
- User Experience
- Interface & Brand Design
Client
Pacific
Year
2017
Bringing established brands to new digital channels
Taking back control of the digital publishing right created the opportunity to extend the content experience of Pacific’s well known and loved brands. The foundation of the new ecosystem of brand channels had to be scalable while also retaining the formats and flavour of each unique brand experience.
On a framework designed to enhance the commercial and editorial experience
While the initial product set included vital features to allow the brands to enter the Australian digital publishing landscape, future iterations focussed more on sophisticated commercial and editorial features. Future releases included responsive ad formats, branded content formats and native sponsorship opportunities creating a comprehensive offering for advertisers.
Retention based UX
Behavioural data helped us to evolve the editorial experience to better suit our new digital audiences lifestyles over time. The key objective of the brands was to retain readers for longer to decrease the reliance on social channels for traffic. Over time my team was able to significantly increase session times with infinite content scrolling, tactical content drivers and building direct remarketing channels.
Bespoke Ad Mapping
With display and CPC content advertising playing a significant rule in the commercialisation of these digital channels, it was critical to implement the correct volume and behaviour of advertiser content. The bespoke Live network ad map incorporates standard and high impact units that drive high value for the brand advertiser but importantly do not impede the user’s content experience.
Server Side Marketing Network
Each brand promotes a volume of high profile brand campaigns and competitions throughout the year. To maintain optimal sell-through opportunity for the display network, a bespoke marketing network was created to allow easy creative management and implementation for the marketing team, outside of DFP.
All built on open source technology
Working closely with the internal engineering team and our technology partners, we were able to achieve a cost-effective and highly scalable solution for the white label framework utilising open source tech. This approach not only allowed us to be agile in the implementation of new features but also reduced the limitations of development partners and platforms in the engineering process.
