Yahoo7 tackles viewability with site overhaul

Rosie Baker
By Rosie Baker | 18 July 2017
New-look Yahoo7 sites offer better viewability.

Yahoo7 is overhauling all its consumer sites, as part of an effort to stimulate traffic, attract new eyeballs and improve the experience for users and advertisers alike.

One significant element of the redesign aims to give advertisers more viewable ads. It is decreasing the number of display ads on sites and introducing “sticky ads” across article pages, which means the ads stay viewable as users scroll through content.

The idea behind it is that load times will be faster, pages less cluttered with ads, and the ads on site get better cut through and engagement.

It is also introducing new native video spots, and panoramic native display within galleries, so that advertisers can better engage audiences with content.

“Our investment in redesigning the Yahoo7 network is a long term strategy which will ensure our sites are optimised for viewability, and enable our product and editorial teams to create enhanced experiences for our 9.5 million users which, in turn, provides greater outcomes for our advertising partners,” said Paul Sigaloff, chief revenue officer at Yahoo7.

“This is about strengthening the foundations of our business for the long-term future”.

The new-look site design rolls out first across Be, its consumer lifestyle vertical, today and will roll out across News, Sport, Weather, TV Guide, PLUS7 and Prime over the next three months.

The redesign also improves the “visual experience” for users, with enhancements to  image and gallery features, video optimisation and portrait orientation for style-related content.

A ‘discovery bar’ has also been added across the Yahoo7 network to help users navigate around content and stay on Yahoo7's assets.

Mark Robinson, director of product at Yahoo7, says: “When considering the user journey, we needed to address the fact that social and mobile have entirely changed the way our audiences discover and engage with content. With that insight in mind, we’ve employed new tactics to streamline the user experience and surface more content in each page, with the aim of retaining our audiences for longer.”


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