True fact, you can do both of these things. Here’s a Felix walk-through.

Firstly, this is your new Felix audience journey flow…

From the left, traffic arrives on one of your pages – via, say Google or Facebook.  Normally this traffic would sick around for a quick read and then scoot right off again.  Or, if you’re using something like Taboola or Outbrain, it might click on a nasty old link and go and find out what a sitcom star of the 90s looks like today.

Of course, when this happens, it’s a shame because you’re not monetising that user as well as you might, and you’re also not using your display / page space in an optimum way to maximise the value of that journey. You’re kind of encouraging people to disappear, sharpish.

(Side note. For a view on why we feel that Native Advertising is so broken, see this article from me. It’s a good one – it’s about zombies and vampires too!) 

With Felix, however, we’re encouraging publishers to take some of the page space they might otherwise use for (crap) native ads, and use it for channelling their audiences back to their own content – like, in an inwards motion; like in-brain, not outbrain.

This is how that looks like on a normal publisher article… (An article about Brexit delivers a recommendation for another article about Spain and political parties)

Once a user clicks on a Felix widget link, they end up in a new environment.  We call this our ‘discovery’ environment.  It’s here that the guts of Felix does its cool stuff.  We present users with a load of content options that they didn’t think they wanted to know about… and we do this in a spiffy new interface that looks and feels like some of the favourite platforms and apps that they use every day.

This is how that looks like on a publisher property… In this case on a mobile device, if they were accessing via wide screen – desktop or laptop – they’d see a funky bubbles or mosaic interface… (Here, we’ve arrived in a discovery environment related to the Spain article – it’s on the topic of ‘Europe’ – the cards that we swipe through are a mixture of recirculated archive content, social content such as YouTube, and paid-for promotion content, should the publisher wish to monetise in this way.)

From there, we encourage users to click, swipe and generally dally around – spending more time with your content.  And obviously, when they do that they spend more time with your ad inventory (or being exposed to other paths and messages like ‘sign up for stuff’ or ‘become a subscriber’), making those sessions more valuable to you.

This is how that looks like on a publisher property… (In amongst the content discovery about ‘Europe’, we’re presented with a card that suggests a related topic, ‘Germany’ – and so we give that a tap and check out a new content collection – discovering an array of recirculated content that we didn’t know we wanted to know about.)

In doing so, we’re essentially delivering a new unit for you.  A page / space which didn’t otherwise exist, and which can be monetised even further via the introduction of new things like: new brand sponsors; new monetised video inventory; new standard-looking ad inventory (although not too much, because we wouldn’t want to spoil the user experience, would we?!)

And now we’re looking at an article about the German economy – meaning we’ve travelled from Brexit, to Spain, to Europe, to Germany and the German economy… And in the process we’ve engaged with a variety of recirculated content and all of its associated advertising inventory.)

And that’s Felix, in a nutshell.

It enables you to own more of your audience journey and it helps you to monetise each of your user sessions more than you otherwise would.