Metro’s updated digital edition app will allow brands to advertise cross-device for the first time

Metro App

Metro has launched a refreshed version of its digital edition app to better facilitate sharing content via social media and provide brands with the opportunity to advertise across devices for the first time.

The new app has been designed both to improve user experience and be more responsive to adverts. Now every advertising campaign delivered through Metro's digital editions will be able run across mobile, tablet and desktop devices. This means that prospective advertisers can double their audience with one simple purchase.

Metro has also developed an advertising solution to transform advertisers’ print ads into HTML5 animated creative to run in the app, a service that Metro will provide for free.

The app has been created by digital agency Clock, and will feature a more streamlined editorial workflow and flexible template designs to allow the paper’s staff to build editions quickly without losing the ability to make an edition look varied.

The app will have an evening edition that will go out to users at 5pm daily alongside its regular morning edition. It will also feature a 60 ­second video of the day’s news highlights.

It has been developed as a native app to sit within the operating system of the device it is on, be it iOS or android, meaning the app can take advantage of the operating system's features and other software that is already installed on that platform.

Martin Ashplant, digital director, Metro, said: “Metro is delighted to be releasing an improved version of our digital editions today, and looks forward to users enjoying the rejuvenated and sleeker design.

“Clock have refreshed the design of our digital editions to better facilitate sharing content via social media. Each article now has its own page and a corresponding url, so it can be shared with recipients even if they haven’t downloaded the app. This helps us extend our audience even further

“We’re now providing a one-stop-shop for advertisers, something unique in the marketplace that no other newsbrands are doing. And following the huge success of our evening edition on tablet, it’s great to see it now become available on phone too.”

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