News Corp refreshes news app for the Tiktok era
News.com.au has refreshed and relaunched its app with a vertical video feed, interactive quizzes, and design features to bring it more in line with popular social media platforms.
The new app features an expanded homepage design, with quick access to top stories and breaking news in various content categories; a vertical video feed that encourages the same endless scrolling as social media platforms like Tiktok; and an app-only interactive news quiz, In The Know.
The redesign came after “conducting comprehensive consumer research” according to a media release from the company, and was a collaboration between the publication’s product, delivery, and editorial teams.
Managing director Pippa Leary said the new news.com.au app was “designed to align with the evolving habits of Australian readers”.
“Our investment in this significant upgrade marks the beginning of a series of improvements aimed at boosting audience engagement and delivering better outcomes for our clients.”
News.com.au editor Kerry Warren said the app delivers content “in a format audiences are screaming out for”.
For advertisers, the app now offers options for full-screen takeovers or social-style adverts, with interactive elements, video, maps, and galleries available, that “integrate seamlessly into the premium app environment, engaging users as they naturally consume content”.
The app is being relaunched with a marketing campaign, ‘don’t miss a ding’, that “speaks directly to the app’s core value of keeping users instantly and effortlessly informed,” the company release explained.
The ads will run across digital, social, audio, radio, TV, and out-of-home.
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