The Guardian has created two new native mobile and web ad formats , called Frame and banner , after it stopped using banner ads last year . Frame is a responsive advertising format that fits in with the editorial design while Focus is specifically for mobile web and in - app , and has an interactive photo gallery for images . Canon is the first advertiser to use the new formats . In its initial period the ad formats generated drive - through rates 20 % higher than its regular ads , but the ads are also being testing for brand impact and awareness . It is thought that , in the future , the news website will open up to selling the ad formats programmatically .
The Guardian has created two new native mobile and web ad formats, called Frame and Focus, after it stopped using banner ads last year. Frame is a responsive ad unit that fits in with the editorial design while Focus is specifically for mobile web and in-app, and has an interactive sliding gallery for images. Canon is the first advertiser to use the new formats. In its trial period the ad formats generated click-through rates 20 times higher than its regular ads, but the formats are also being testing for brand impact and awareness. It is thought that, in the future, the news website will open up to selling the ad formats programmatically.