The New York Times has redesigned its online article pages to create a pared-back, single-column layout built around its FlexFrame advertising display units. In place of smaller, standard banner ads, the large-scale, responsive FlexFrame units run horizontally across the page and appear in-stream alongside articles. This new design is intended to make articles more readable by reducing clutter on each page, while also allowing for better search results.
The New York Times has redesigned its online article pages to create a pared-back, single-column layout built around its FlexFrame advertising display units. In place of smaller, standard banner ads, the large-scale, responsive FlexFrame units run horizontally across the page and appear in-stream alongside articles. The vice-president of ad innovation, Allison Murphy, said the ads' click-through rate is double that of the old layout and, in eye-tracking tests, users paid four times more attention to the FlexFrame ads than they did previously.