PGATour optimized with Facebook Instant Articles

By Susmitha Vakkalanka on Feb 02 2017 at 1:15 PM
In the previous article, I discussed Facebook Instant Articles (FBIA) and how to leverage the benefits of Ooyala Player with FBIA. As users are shifting to mobile first, it is important more than ever to deliver a mobile optimized user experience. Check out how PGA Tour used FBIA and made decisions to deliver a mobile optimized experience to their fans.
 
PGA Tour is the organizer of professional golf tours in the United States and North America. PGA tour’s Labs and innovation team leveraged FBIA to get its articles and videos into the hands of its fans, wherever they may be, on whatever devices they're on and as quickly as possible.
 
Their initial approach with FBIA was to “keep it simple.” While PGATour.com was designed to provide awesome web experiences, the goal for FBIA was simplicity and fast loading performance. They used a single style template with support for text, image, video, photo gallery and raw content (for social embeds), and chose the API route over RSS for FBIA integration in order to have more production control, even though the RSS approach would have been easier to implement.
 
Additionally, PGATour was able to serve ads through their existing ad serving infrastructure, allowing sponsorships to flow seamlessly into the new FBIA platform. PGATour deems their FBIA integration a success, and is planning to expand their solution to support more advanced features.

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This article originally appeared in The Drum.