INSUBCONTINENT EXCLUSIVE:
Apester, which helps digital publishers add interactivity to their content, is rolling out a new format called the Story Strip.CEO and
co-founder Moti Cohen told me that the Story Strip is modeled on the Story format popularized by Snapchat and Instagram — a format that he
praised for being one of the few content types that’s truly “tailored to the mobile experience,” offering a fast, interactive
experience for readers.Cohen said that by bringing the format out of “the social walled gardens” and allowing publishers to embed Story
Strips into their articles, Apester is “paving the way for media companies to capture a new audience, a young audience.”You can see a
Story Strip for yourself on TV Insider, a pop culture and entertainment website of NTVB Media
It appears in articles as a carousel of related stories, allowing readers to select the story that interests them and then quickly swipe
through slides summarizing the story highlights.Cohen said a Story Strip can be created by a publisher’s editorial team, or Apester can
automatically generate them based on an article
And because they can also include ads, this creates new monetization opportunities for publishers
In fact, Apester says TV Insider has seen its daily revenue double since the two companies started working together.As for how these kinds
of content widgets might fit in as publishers explore subscriptions and other business models beyond advertising, Cohen argued that even as
business models change, “the blend is what’s going to be important.”And by allowing publishers to engage with users and collect data
about their behavior, he said, “Apester is going to allow you to monetize all of [your audiences] differently … You can use the
engagement that’s happening and understand why it’s happening in order to drive the right action.”
