Q. What was the most major challenge for you and your team working on a rethinking of the USAT website?
A. For news websites to be sustainable businesses, they are going to need to migrate from what is fundamentally a bottom-of-the-marketing funnel direct-response medium to a top-of-the-funnel marketing platform. The only way to do that is to create an experience where high-impact, sound-and-motion rich media ads can be trafficked across all platforms seamlessly. And the only way for consumers to tolerate that is to make the advertising part of the experience.
Related: This video shows examples of USAT's new ads.
Earlier: For a moment, I thought this ad was a story.