Guardian Revamps Website to Focus on Time Based Attention Metrics for Ads
In line with The Guardian's ambition of providing better opportunities for brands to be seen through focusing on reader attention rather than clicks, their website platform has undergone an overhaul.
The publisher is increasingly veering toward time-based metrics to demonstrate marketing effectiveness and boost advertiser uptake of its inventory.
Their website has been relaunched to support this aim, and now includes a blend of images, video and text in a "container" format that allows for improved flexibility when it comes to how advertisers display content and ads online.
Thanks to the changes, brands can now operate a single creative execution on Guardian content across all device screen sizes. Furthermore, ads can be incorporated into full-width banners or placed in an expandable responsive banner of the Homepage and section pages to boost consumer viewability.
The Guardian's new focus on attention (time-span) metrics stems from their belief that this will become the publishing media gauge of the future. Although UK publishers have expressed an interest in this technique, the industry needs to develop standardisation and best practice guidelines for it to become a trusted strategy.