I’m gonna explain this as simply as possible so you regular people can understand. First off, I do not believe the App is the problem. I actually like the UI and how it’s built for navigation. It looks good, is organized properly and carries A LOT of information to mirror the desktop version’s accessibility. All you Stoolies should appreciate that.
This blog is specifically about the user experience when trying to scroll and read a blog on the mobile site. I determined this by reading the comments in the Twitter thread referenced below. In my experience, the root cause lies with the Ad Servers that are responsible for serving the ads, not the the actual site itself.
Now before I jump into my proposed solutions, let’s talk about what brought me to write this nerdy ass blog – It was this tweet from Barstool Sports’ Editor In Chief, Nate that got the blood flow goin’!
** Disclaimer: None of this is Nate’s fault. Find a new slant. **
What’s going on here is Dante is commenting on the amount of “insanely obnoxious ads” on the Barstool Mobile Application. Now you may ask yourself WHO ARE YOU to write a blog about this topic? Well firstly, know your role and shut your mouth and secondly it’s because this is what I fucking do. I’m qualified to speak on it.
Prior to changing careers I spent 14 years in Digital Advertising. I’ve worked at an Ad Agency, Ad Network, DSP (Demand Side Platform), SMS Marketing Solutions etc… I’ve done a lot. One of the last positions I held was Account Director, which I oversaw a team of Account Managers and Automated Traders. My employer was one of the largest software companies in the world. That company’s software is probably installed on your computer right now.
First thing to understand about ads is that they are necessary. If you think a solution is to get rid of the ads completely, you might as well check your no revenue havin’ candy ass directly into the Smackdown Hotel.
That shit ain’t happening.
What needs to be done is IMPROVE the user experience because the sad reality is you will NEVER solve it completely. Too many people, too many devices and too many variables outside of our control at play. Someone will always complain (be a bitch ass) and irrelevant ads will always be put in front of our eyes. It’s just the way this world works.
So let’s look at what’s “not ideal” with the app and some of the solutions for each issue.
#1 THERE’S TOO MANY ADS (VIDEO, DISPLAY etc…)
PROPOSED SOLUTION
- Place a threshold on the amount of ads allowed per session (you visiting the page) This is called ‘ad frequency’ and it’s also a good way to limit you from seeing the same annoying ads over and over again.
- Review ad placement and evaluate if it’s going to disrupt the user experience
- Prioritize premium, less intrusive, ad formats and inventory. Less ads, but better advertisers paying top dollar for the space.
- So instead of getting 5 banners ads, maybe position 2 video ads per page that are bought at a premium CPM ( that’s a fancy term for Cost Per Thousand i.e. How much will this ad cost per 1,000 impressions)
#2 LOAD TIMES
This is what I believe is the biggest issue. The website is probably making a shit ton of ad calls (calling the ad to be sent to its destination on your page), which leads to increases LOAD TIMES. There is also likely an insane amount of tracking pixels firing (from companies like Facebook, TikTok), collecting data about you, that is impacting the page load.
Think about traffic. When one car gets backed up, the next does as well and then the next and the next and the next. Next thing you know, you’re stuck and fucked.
See below: All of those ads are at the bottom of the Ohio Tate’s lovely blog about Kelly Keegs. Those two are so smitten it’s crazy.
Anyway, each of these ads has a load time associated to them. They’re also located not so conveniently before one of Barstool’s most coveted sections, THE COMMENTS.
PROPOSED SOLUTION
- First and foremost, there should be an audit done on the app. Any outdated pixels need to go (every little bit helps).
- Not to get too techy but mobile app SDKs (Software Development Kits) have different loading techniques that prevent ads from blocking or slowing down the app’s responsiveness. Stoolies can continue engaging with the app without experiencing delays or interruptions caused by ad loading.
- ** This is a Business Decision ** – Change the page load from 1st page load to 2nd page load. On the surface you could argue that this means less ads, thus less revenue, however I’d argue that the more people that leave your site due to a bad experience will actually in turn cost you more money. This means less people visiting other pages during their session. Remember, those other pages have ads on them too. That’s money to be had that you’re missing.
- What’ll happen on second page load is that if you click on Ohio Tate’s blog (with second page load implemented), you will not see the ads on your first go-around (first session). This will create an easy reading experience without interruption. However, once you go to another page, that’ll be the second page load, which is when your ads will be triggered to appear (load). Make sense?
So those are primary solutions that should be able to make everything better. It should be relatively simple, but I also want to point out that it’s important to remember that I don’t think the problem is with the App. The App is fine, it’s how the Ad Server is being used.
Okay, that’s enough Corporate America jargon for me. Back to the real world where I sit in my kitchen dressed like an Italian guy and make skits.
Also, VIVA.
Nicky The Good 
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