A new way to “Re-Engage” users

Original Blog Post here.

At the Washington Post, we obsess over usability and delivery to build the best possible experiences. How a consumer engages with our apps, mobile web and site experiences build the foundation to the products we produce, especially on the advertising side. Our consumers want Washington Post content, and our advertisers want to be associated with Washington Post content. We, through products, build the bridge that connects and collaborates the two.

Today we’re introducing “Re-Engage”, a solution designed to help recapture users’ attention based off their behaviors with our content on mobile devices. Inactivity and distraction is common across the web, and “Re-Engage” aims to deliver a desirable experience to consumers when they’re in that state to recommend something relatable to look at. As more people consume content on mobile devices, we want to make sure the experience conforms to the needs of those consumers, especially in the world of content recommendation and personalization.

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We initiate the “Re-Engage” module on mobile two ways; scroll frequency and inactive interface action. By assuming certain frequency points, we determine whether the user is swiping past content at a rapid rate or not engaging with the content at all. Once this frequency is hit, we deliver the user a “Re-Engage” unit that recommends related content based on their interests through our proprietary Clavis data systems. The unit also leverages Bandito’s testing capabilities.

Re-Engage In Action

Leveraging the assumption of disinterest and inactivity, we built this technology to engage users at that given moment when they’re most likely to look elsewhere. This unit re-engages an opportunity to deliver an experience to the user that’s more relatable to their curiosity.

The product will be released on various sections for a/b testing and performance. It will then be available for sponsorship opportunities and branded content promotion. This is the third official product released by RED, the ad research experimentation and development group, at the Washington Post.

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