New Statesman introduces customisable ad formats
Progressive Media International’s flagship title, New Statesman, has teamed with Respond to create a customisable ad format across its website.
The formats from ad platform Respond integrate advertisements natively into digital content without compromising consumers’ content experience.
Co-founder and CMO of Respond, Guy Cookson, said: “Throughout its 100-year history, the New Statesman has generated exceptional editorial and it is vital that ad formats do not interfere with this reputation – not least because their content and audience is so valuable to advertisers. It makes so much sense for brands to develop a direct relationship with premium publishers like newstatesman.com which attract consumers in a particular mind set when they’re engaging with unique quality content.
“The customisable quality of Respond ads means Progressive Media International can provide unique ad formats which correspond with the newstatesman.com brand, add value to direct relationships with advertisers, and provide a straightforward means of differentiation in a sector dominated by standard ad formats.”
When a user clicks on an ad, they will be taken to an immersive full screen overlay of the advertiser’s choice – whether a web page, a product microsite, an online video, a game or a form to capture consumer data.
Brad Chuck, commercial digital director of Progressive Media International, said: “Respond empowers Progressive Media International’s ad teams to create custom ad units for our direct advertisers on newstatesman.com. At times, ad formats and creative supplied by ad networks conflict with the design of publishers’ sites, so brands’ ads look and feel intrusive and dissonant.
“As Progressive Media International’s ad operations department can easily modify Respond’s ad units to create tailored yet native ad placements which follow the form and function of newstatesman.com’s design, the ad units attract consumers into engaging with brands rather than pushing advertising into consumers’ faces. This means brands can achieve impact without being overbearing.”