Global: WaPo launches real-time optimisation tool

The Washington Post has launched a custom-built, content testing tool that optimises articles in real time based on readers’ preference.

The ‘Bandito’ tool allows editors to create multiple versions of an article with varied headlines, blurbs and thumbnail photos.

Once the test is live, the tool detects which version of the article is most preferred and then automatically serves that version more frequently.

Editor of The Washington Post Eric Rich said early results from Bandito were very promising with some stories receiving double the response rates.

“Bandito gives us immediate feedback from readers and helps give important stories their best chance to be read widely,” he said.

The paper plans to expand Bandito to video and make it available to advertisers to maximise engagement with its branded content.

Forbes guarantees results from native ads

Marketers who spend at least $250,000 on Forbes Media’s native ad product BrandVoice will be guaranteed an increase in brand lift or receive a refund, the global media company announced on Monday.

The BrandVoice ‘Increase Guarantee’ is available to eligible marketers under certain spending conditions and mirrors a similar money-back scheme relating to digital ads on offered in 2002.

“Marketers are looking for more proof that content marketing will help with brand lift, so we’re offering a guarantee to help further incentivise brands to buy BrandVoice and to help them feel confident in their purchase,” said Ann Marinovich, Forbes Media’s vice president of advertising products and strategy.

Forbes will commission a third party research partner, chosen by the marketer, to evaluate the effectiveness of its campaign across metrics including brand awareness, brand favourability, message association and purchase intent.

Restructure divides Trinity Mirror into 11 regions

Trinity Mirror has created six new editor-in-chief positions as part of a restructure that divides the British publishing giant into 11 regions, according

The restructure follows the Daily Mirror publishers’ acquisitions of Local World, which publishes 83 print titles, announced in October last year.

Each of the 11 regions will now have its own managing director and editor-in-chief who will report to chief operating officer Steve Anderson-Dixon and editorial director Neil Benson respectively.

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