Media Impact and BILD Digital launch quality offensive in marketing




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14.09.16

Media Impact and BILD Digital launch quality offensive in marketing

To press release overview

Improved reading flow and fewer annoying advertising formats on BILD.de  / Maximum advertising impact thanks to new multiscreen advertising

BILD and Media Impact have launched a quality offensive in marketing and are improving the reading experience on BILD.de by removing advertising formats from the portfolio that readers find annoying, such as video overlays, popunders and intext overlays. In addition, advertising networks that do not satisfy the new quality criteria will be excluded.

A new responsive article layout improves how adverts are presented as well as the reading experience on BILD.de. The portal already rolled out cross-platform sightloader technology last year, which increased the loading speed of contents considerably. Since then, advertising is only loaded in the browser when it appears in the visible area of the user.

At the same time Media Impact and BILD are launching new attention-grabbing advertising forms right on time for dmexco. These strive to achieve an optimum balance between advertising impact and reading experience. The new advertising formats Understitial and ZoomIn lie behind the content and are released only gradually as the user scrolls. While Understitial is embedded harmoniously in the content with a fixed format size, ZoomIn attracts a great deal of attention due to its upraising effect.

Market research carried out for the Understitial format has already shown the high advertising impact and at the same time a high level of acceptance among the users questioned: 60 per cent of those who took part in the survey said they found the new format visually pleasing and more than two-thirds didn’t feel that the advertising disturbed their flow when reading. And the new format also lies well above average in its advertising impact – with the advertising recall being up to 3 times higher in comparison, both in stationary and mobile use.

Stefan Betzold, Managing Director BILD Digital: “Advertising that annoys our readers cannot serve our interests or those of our advertising customers. That’s why we’ve, together with Media Impact, developed stricter quality criteria for placing advertising. While rolling out the new article on BILD.de, we witnessed a positive impact on the length of time a user spends on the page, and on intensity. As a result of our measure, users are exposed to less annoying advertising, being offered high-quality formats instead.”

Carsten Schwecke, Chief Digital Officer Media Impact: “It’s rubbish that classic display forms are on the way out. What it’s about is integrating high-attention advertising means like Understitial and ZoomIn in such a way that the user’s reading flow is not disturbed. With the colleagues from BILD, we are once again trendsetters in this area. And the fact that the advertising is transmitted multiscreen goes without saying in our era, where we are seeing an increasing shift of reach from stationary to mobile.”

Press contact:
Friedrich Kabler

Tel: +49 30 2591 77625