The Telegraph has become the first media owner to offer advertisers 100 per cent logo viewability on its site, which sees only a single advert appear on the right hand side of pages - a prime piece of real estate or advertisers.
The new format replaces all commercial placements on the right hand rail, with the exception of a single rotating sticky advert. As users scroll down a page, the campaign logo will remain visible as the content beneath changes.
The format has launched with a campaign for Tropicana.
The new formats are part of the Telegraph’s recent website redesign, structured to offer better formats for advertisers. A number of new advertising initiatives will follow in the next few months.
Jim Freeman, group sales and trading director (digital and print) for the Telegraph Media Group, said: “With the roll-out of the Telegraph’s new website, we now have a future-proofed and agile platform, giving advertisers confidence in a strong ROI. This has been a major investment for the Telegraph team, with a large team of people working on the project for over a year.
“We will continue to grow and evolve this offering to include more 100% viewable ad formats, to ensure that advertisers will have access to some of the most sophisticated opportunities on the market.”
A Tropicana spokesperson said: “100 per cent viewability of the Tropicana logo around the content both on desktop and mobile is a real innovation that gives the brand greater presence right across the Telegraph’s platforms. It also benefits the consumer by further clarifying that this content has been brought to the reader by an advertiser, whilst maintaining the core look and feel of the Telegraph.”