Bloomberg Hikes Engagement With Innovation, Audio


The Challenge

Bloomberg Media wanted to update its app experience in conjunction with a website redesign that would feature innovative enhancements to improve utility for busy professionals who engage with Bloomberg news content. 

The Execution

Bloomberg’s in-app innovation included the launch of The Bulletin, an AI-powered automated list of the “top 3 things to know right now” in the news. The Bulletin leverages machine learning and AI technology to generate a single-sentence summary of a story’s most salient details at a glance, giving busy professionals a pulse on the stories of the moment without clicking away from the home feed. 

Another new feature central to the improved app experience is text-to-audio functionality, which makes every news article available via audio, as voice becomes central to the way multitasking audiences consume and engage with media. 

Bloomberg Media adopted a mobile-first development process, testing many new features first on the app before using those insights to inform the Bloomberg.com site redesign. This iterative approach resulted in a cleaner web look and more streamlined user experience, alongside new vertical content hubs that package content into key content verticals, like Crypto, Hyperdrive, Prognosis, Equality and more. 

Bloomberg’s coordinated redesign added considerable value and utility for readers, as shown by the lift in engagement across platforms. 

The Results

  • In 2018, Bloomberg Media saw a nearly 20% growth in traffic, including an all-time quarterly record for the highest traffic on Bloomberg.com and the mobile app. 
  • Engagement with features like The Bulletin has increased to four refreshes per user. 
  • Text-to-audio is the second-most consumed media in the app as users listen to an average of six articles, a growth of 76% from initial launch.

Key Takeaways

  • Test new features on your mobile app before incorporating them in your website redesign.
  • As voice becomes ubiquitous, make sure to add text-to-audio in your app.
  • Use artificial intelligence to take the place of editors to save on costs.

This campaign won the Publishing/News App category in MediaPost's 2019 Appy Awards.

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