Home Publishers Allrecipes Cooks Up A Social-Mobile Redesign

Allrecipes Cooks Up A Social-Mobile Redesign

SHARE:

AllRecipes socialVisitors to Allrecipes’ redesigned mobile and desktop sites, which launched Tuesday, will find what looks like a personalized Pinterest page, complete with social elements including like button variants and the ability to follow other cooks and food brands.

Founded in 1997 as a place for home cooks to find and share recipes, Allrecipes needed to change partially because its existing design wasn’t very usable to the two-thirds of visitors coming from mobile devices. Besides a more visual-heavy site, mobile visitors will notice a large search bar and personalization elements designed to improve recipe discovery.

The redesign also benefits advertisers as it enables “omniscreen” ads – such that a single buy places ads on both mobile and desktop sites. Consequently, Allrecipes can sell its mobile audience at a higher rate. And the 300×250 ads, similar in size to the recipe tiles, have a more native feel.

The social redesign not only improves display ad monetization, but also allows brands to create followings and pages filled with branded recipes, integrating themselves into the social fabric of Allrecipes.

Advertisers can also create branded pages filled with recipes for fans to follow. For instance Swanson’s, a redesign launch partner, has its own recipe hub, and users can follow Swanson’s the same way they follow other cooks.

Allrecipes will also prioritize Swanson’s recipe placements and provide details about the followers it attracts and the recipes they view, said Esmee Williams, VP of brand marketing.

“We can learn about what distinguishes your food community from the food community at large, to help inform product road maps and be smarter about who to target,” she said.

But brands have long been part of the Allrecipes experience, noted company President Stan Pavlovsky.

“When they leverage one of the native products, it’s persistent on the site and the structure of the site,” he said. “With banner blindness and ad blocking, we need to have experiences that are viewable and allow advertisers to connect meaningfully with consumers.”

Allrecipes’ redesign addresses the mobile web experience, but not the mobile app experience. Despite having 23 million app downloads, “monetizing apps is even harder than monetizing mobile,” Pavlovsky said, because it yields lower CPMs and requires different infrastructure.

He hopes, however, the omniscreen ads will help extend Allrecipes’ business model into the app environment. And once app monetization improves, Allrecipes will start investing in capabilities like deep linking, which would increase traffic to its app.

 

Must Read

Even Sony Needed Guidance For Its First In-Game Ad Campaign

Sony Electronics ran its first in-game ad campaign earlier this year, in partnership with Anzu. But the brand could not draw on insights from Sony’s standalone PlayStation division, necessitating some help with creative and targeting.

Comic: Always Be Paddling

The Trade Desk Maintains Its High Growth Rate And Touts New Channels

“It’s hard not to be bullish about CTV when it’s both our largest channel and our fastest growing,” said The Trade Desk Founder and CEO Green during the company’s earnings report on Thursday.

After The Election, News Corp Has Harsh Words For Advertisers Who Avoided News

News Corp’s chief exec blasted “the blatant biases of ad agencies and ad associations,” which are “boycotting certain media properties” due to “personal political prejudices.”

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

LiveRamp Outperforms On Earnings And Lays Out Its Data Network Ambitions

LiveRamp reported an unexpected boost to Q3 revenue, from $160 million last year to $185 million in 2024, during its quarterly call with investors on Wednesday.

Google in the antitrust crosshairs (Law concept. Single line draw design. Full length animation illustration. High quality 4k footage)

Google And The DOJ Recap Their Cases In The Countdown To Closing Arguments

If you’re trying to read more than 1,000 pages of legal documents about the US v. Google ad tech antitrust case on Election Day, you’ve come to the right place.

NYT’s Ad And Subscription Revenue Surge As WaPo Flails

While WaPo recently lost 250,000 subscribers due to concerns over its journalistic independence, NYT added 260,000 subscriptions in Q3 thanks largely to the popularity of its non-news offerings.