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, 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.
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.