France’s Le Monde
was creating a new smartphone app, though, which
gave it an opportunity to build new ad formats from scratch. The result
is a new app with a clean reading experience where the ads are
integrated into the editorial content and the experience is uncluttered
by banner ads.
Many U.S. publishers have been doubling down on responsive mobile
sites as consumers’ reading time shifts to mobile from desktop, and with
good reason. According to the Pew Research Center, most mobile news consumers are getting most of their news from the device’s browser.