Yahoo redesigned its home page this past week adding an infinite scroll on the home page. For those who don’t know what an infinite scroll is it is a feature found on popular social networking sites like Facebook and Twitter where the user can scroll down to read additional information instead of moving to a new page. While the users are debating on the new design of yahoo what really moved me to write this article is how brands are keeping user experience at the core of the products that they are designing.

Page Views

 

Most websites which are heavy on content try to force you to click-through more content on a story (i.e. See page 2 for the rest of the article, Top 10 Movies etc.). They want you to spend more time on the site and also to click-through to load more pages. Every time you click-through a new page the site loads new display ads. The conventional model of advertising works on a cost per impression (CPI). It refers to an advertising campaign where the advertiser pays for every time an ad is displayed. Advertisers spend countless amounts of dollars to get people to view their display ads on websites, but the truth is that majority of display ads are ignored by the users.

Today sites are more inclined towards delivering a superior user experience and are trying new ways to monetize like intertwining brand messages within people’s activities. Sites today are looking at providing premium advertising at scale without affecting the user experience. Tumblr introduced Radar and Spotlight this past year, which the company refuses to call as ads as they practically worked with the advertisers to deliver results.

Most interactive websites are built using Flash and/or Ajax (a cake mix of JavaScript, XML, and HTML), which would mean that the page content would load without refreshing page and thus rendering page views useless. Advertisers also have other parameters like unique visitors, average time spent on the page to evaluate the campaign. The page view metric would continue to exist as mobile continues to drive page views, for instance, Wikipedia received around 3 billion pages views on mobile in Jan ’13. Brands and advertisers will have to become co-creators and storytellers to drive the next level of engagement in advertising space and very soon we might have some guy waiting in his/her garage developing a new advertising format to revolutionise the industry.