• by Sara Guaglione , December 15, 2016

Bloomberg has launched a revamped version of its mobile news app, introducing a new responsive ad unit to the platform.

Bloomberg is investing in a “slate” of apps to serve its audience of global business professionals. The company believes native apps across connected devices are "essential to a successful future in publishing."

The new ad unit, called ScrollView, replaces traditional interstitial inventory, a spokesperson said.

These ads run in between editorial content as users scroll through the platform, revealing an advertiser’s message as part of the content.

Hiscox, a company that provides insurance for small businesses, is the launch sponsor of Bloomberg’s new app.

The company sees the app as a way to foster deeper engagement with its readers. Users can experience content that appears on all Bloomberg’s platforms encompassing digital, TV, video, radio/audio, print and live events. Each time users engage with Bloomberg’s content, the app tailors itself to provide a more personalized experience.

The news on the app will be curated by a dedicated editorial team as well as by an algorithm that provides content based on region and time of day. Different stories will be featured in the morning, afternoon and evening.

The app features a new video experience in which users can watch live TV or add shows and digital video to playlists for on-demand viewing.

The app is also more colorful than its black-and-white predecessor. Navigation has changed from a “hamburger” menu to tabs on the bottom of the screen. On the home screen of the app, markets data is front-and-center as a banner at the top of the screen, which users can click on to easily access the markets page.