MIAMI, April 7, 2014 /PRNewswire-HISPANIC PR WIRE/ — Terra, a leading global digital media company, once again paves the way for innovation. Leading the charge as the “new Terra,” the online platform displays a new layout and content and advertising delivery format. The new Terra, focusing on a better overall user experience, allows users to easily view blocks of content to conveniently choose which news is of most interest to them. The platform catalogs the user’s behavior and adapts the interface each time the user logs on to display what is of most relevance.
This level of personalization comes after significant market research was carried out in 2013 and after an impressive $10 million investment. The new Terra focuses on delivering premium and relevant content segmented and customized to satisfy the user’s needs.
The innovation allows advertisers to reach consumers in a whole new way. Advertisements are integrated with editorial content in the blocks with information on a user’s homepage and include infinite scrolling and a responsive layout (you can view the site on your iPad in any direction). Terra is also introducing ‘Parallax,’ a high-impact rich media unit with 100% attention rate.
“We have innovation in our DNA, and the new Terra keeps up with the internet user’s behavioral evolution. We’ve boarded that train and we’re ready to offer what the user is looking for with increasing assertiveness,” said Paulo Castro, Terra’s Global CEO.
Audiences in the United States and Mexico can see and begin using the new platform this month, following the recent launch in Brazil. Terra users in Argentina, Chile, Colombia, Spain and Peru will begin using the new Terra in May 2014.
Rounding off the arrival of the new layout and delivery project this year, Terra will also focus on its four biggest content pillars at the global level: News, Fashion & Beauty, Music and Sports.
Terra now has a single great objective, to simplify users’ lives according to our motto: ‘Terra, your world simplified’.
Created in 1999, Terra is the leading digital content producer in Spanish and Portuguese speaking countries, reaching a monthly audience of 100 million people. Terra reaches users through editorial content and is a pioneer in sports and entertainment live transmissions – from live concerts performed by artists like Paul McCartney, Alejandro Sanz and Kings of Leon, to all European League and championship matches as well as the Olympic Games.
Led by the Global CEO, Paulo Castro, Terra’s headquarters are in Sao Paulo and the company has offices in: Argentina, Chile, Colombia, Mexico, Peru, Spain and the United States.
ABOUT THE NEW TERRA
Through research and with a $10 million investment, Terra is launching an easier way to connect and stay informed. The new Terra platform delivers content and advertising to users in a simpler more personal way. Here’s how:
By studying users’ behavior, Terra realized a shift in the rationale used when searching and exploring topics of interest on the web. In other words, users arrive on news sites from several different routes: once something has caught their attention, they use search engines to get more information on the subject or read about the issue on social networks and then go to Terra to read the content. With this process in mind and aiming at offering more user-oriented content, the new Terra will have three types of pages (amongst other innovations, of course).
- Cover – This is the homepage
- Topics – This page is where all theme-related articles can be found
- Content – This page is where content on the specific piece of news is found
SEGMENTATION AND CUSTOMIZATION
The new Terra will be able to deliver segmented advertising and content to every visitor based on their profile. This information will be gathered through what is browsed by a user (cookies), logins and partner information. The content seen by each profile will be divided into three groups.
- ‘MINE’, content, editorials and advertising relating to the user
- ‘YOURS’, content curated by Terra and of importance to all profiles
- “OURS”, Terra content curated by users on social networks (liked, commented and shared)
ADVERTISING AND FORMATS
Advertising will be geared to targeted audiences and allow for infinite scrolling and a responsive layout on every device from which Terra is accessed. Terra will make advertising formats more enticing by placing advertising creative in shifting locations rather than traditional fixed positions. Users will experience a different look every time they visit the site by having ads in altered positions, maximizing user viewability. All advertising formats offered will follow Interactive Advertising Bureau guidelines, with the exception of ‘Parallax’, a high-impact rich media unit with 100% attention rate, developed by Terra. All advertising areas will allow for video (including YouTube) content.
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