Learning from role models who are already successful at their job - as part of our interview series, editor Aline Prigge meets Vida Brychcy, Director Product & Engineering Test and Consumer Consulting at Chip.
Tidy pages, less advertising: As part of the company’s “Goodvertising” strategy, BurdaForward has also redesigned the flagship Focus Online. Following a rebrush, all article pages on the news portal have significantly fewer advertising spaces.
Instead of up to four advertising formats, a maximum of one to two formats are now displayed in the visible area. At the same time, BurdaForward Advertising is using smartloading technologies in which ads reload only as the user scrolls. This has allowed the Burda subsidiary to reduce loading times on Chip.de by up to 50% in the last year. And the Focus Online redesign is already bearing fruit: The marketer has improved viewability on the portal by up to 37%.
“We are already feeling the effect that the improved quality has triggered among customers and agencies. Visibility is playing an ever greater role for our customers and they are definitely prepared to pay more for it.”
Martin Lütgenau, Managing Director BurdaForward Advertising
Lütgenau therefore has no plans to raise prices by increasing gross TCP rates; instead, he expects positive net effects from higher-quality advertising displays.
In response to user experience tests in its own user lab, the news portal reduced its pages from a three-column to a two-column layout. A fixed header area, a social bar that stays on the screen when the user scrolls, standardised image sizes and a cleaner overall look are the key changes to the portal’s content pages.
“Our users want a clear page structure, a neat and modern design and will accept only a tolerable amount of well-placed and selected adverts. Following numerous usability tests, we have now found the solution that offers everything our users want and implemented it through technology.”
Daniel Steil, Editor-in-chief Focus Online
To carry out the rebrush and implement the display model, the publishing units – which concentrate on user experience or SEO – had to work hand in hand with the marketing unit. “This is where many publishing houses fail. We are delighted that we at BurdaForward can work on our digital products so closely and with maximum integration and can therefore respond so quickly to market requirements”, says Steil.
“Goodvertising” is already established at BurdaForward: In July of last year, the marketer rebuilt many of its portals (including Chip.de, Playboy, Netmoms) so that smartloading ads and a new website design can help to create a better user experience.