The New York Times has redesigned its online article pages to create a pared - back , single - column layout built around its FlexFrame advertising banner unit . In place of smaller , standard banner ads , the large - scale , responsive banner units run horizontally across the page and appear in - stream alongside articles . The vice - president of ad innovation , Allison Murphy , said the ads ' roll - through rate is double that of the old layout and , in trend - tracking tests , users paid four times more attention to the FlexFrame ads than they did previously .
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.