Cards are the “billboards” that advertise your stories throughout the site. They are automatically created and serve as the marketing assets to get your content surfaced in all possible areas of your site - from large carousel widgets to small text-only links.
Assets associated with the cards
Cards carry the following assets:
- Author Name
- Content Categories
Card deliver in Widgets
Cards present themselves for delivery algorithms to be considered and rendered in various widgets across the site. Once clicked, they take users to the stories they advertise and keep a detailed record of their performance and users that have interacted with them. Here's an example of one card finding its way into various widgets across the site:
The Cards Dashboard
The page presents you with all active cards available on the platform, feeding demand into the Delivery Algorithms. Cards have one or more content category attributes and one owner - which is the author of the story they promote or an advertiser, in the case of Native Ad demand.
This view allows you to build data segments - grouping all unique IDs of people that have read the respective stories. This feature is particularly relevant when looking to manually recommend new stories to audiences that have enjoyed similar content - or when building commercial audiences for an advertiser - in a similar way DMPs do (e.g. look up all insurance-related stories to put behind an Allianz campaign).
The Cards view allows you to quickly filter and find relevant content, look-up their performance or group-boost them for additional exposure.
Each cards has its own individual dashboard that sums up performance data for the time it has been delivering. It is common for cards to win more impressions in the first hours and then slow down win-rates, as more content is brought to the platform. Once deliveries slow down, they will, most likely, shift from top-shelf, “Latest News" inventory into “You might also like” type of widgets.
As more stories make their way on the platform - older content tends to get snowed under - which is one of the biggest challenges that media businesses face today. Shelf-life controls allow you to select 5 different stages for your cards:
- Story is OFF. Stops delivery of the cards - therefore no more internal traffic will be delivered to the Article page.
- Published. It’s the first status one cards gets as soon as the article page goes live. The card is now actively being submitted for consideration to the delivery algorithms.
- Boosted. This status gives cards a 24 hour visibility boost and helps it win substantially more inventory. This feature needs to be handled carefully - as editors tend to try to boost stories too frequently - something that alters the dynamics of a healthy supply-demand economy . Your account management team can help you set up a capping mechanism that allows editors to only boost stories once every week or month.
- Breaking. This status make the card eligible for an otherwise-hidden widget. These breaking-news widgets would usually sit on top of the pages, or even present themselves as Breaking News pop-ups. These breaking news widgets would only be requesting “breaking news” cards - hence no other story would ever win these placements. Breaking news cards would expire and go back to “Published” in 1 to 6 - hours. Please make sure you establish these settings with your account management team.
- Social Anchor. This status would flag the card as a potential “hook” for users arriving via social media. These visits are notoriously brief - as users tend to immediately bounce back to their Facebook or Twitter feeds. Once social referrals are identified - regular in-article re-engagement widgets would turn on the anchor strategies and consider “Social Anchor” cards.
- Evergreen. This status extends card’s shelf-life - and allows it to deliver indefinitely. Evergreen cards should be associated with articles that stay relevant over time. Think "How to Tie a Bow Tie" or "Best travel destinations in Southeast Asia” type of content (and definitely not Daily Markets Overview or Trump Tweets type of stories).
Inventory - where is the card delivering?
Click through rate is a good performance indicator. However - if CTR tends to be low, it’s worth looking at the inventory that the card is delivering on - essentially the real estate that your story is advertised on. The inventory panel shows you how the card made its way through the site. Keep in mind that higher deliveries in some site sections (while lower in others) are not always performance indicators. Cards can easily make their way into a “Latest News” widget while they’re “hot” - but click probabilities will be factored in - when running for different inventory.
This section is particularly interesting - as it shows what audiences are likely to enjoy after one particular topic (think Food content after a Travel article). Once more insights and experiments are concluded - you can consider re-configuring your widgets to take more (or less) of one specific content category.
Multivariate testing allows editors to pair different headline options with different images. Winners are typically concluded in less than 2 hours and the card will only be using the best performing variant. We often see headline variations that take the card performance from a 0.4% CTR to 3 or 4% CTR. - so experimentation is key!
Related stories help you understand how articles covering the same topic have performed in the past - and compare that to the performance of your card. It’s also worth looking at the audiences they’ve reached and the inventory they performed best on. If - for example - your story on one particular sports figure yields a 0.5% CTR, while similar stories had over 3% CTR - then you might want to multivariate test the headline and image.