Guardian seeks integrated digital platform

An overhaul of The Guardian website plans to expand its “responsive design” format, allowing advertising to be integrated across mobile, tablet and desktop on the same platform.

Revenue director Tim Gentry told Beet TV the responsiveness had been limited to the mobile site, while larger screens still used an earlier design, creating limitations on different devices.

The changes will enable The Guardian to offer “integrated ad experiences” across all devices that are not only efficient but high quality. Revenue director Tim Gentry said 2014 would see “further app launches as well – as one app which will render beautifully on both mobile and tablet.”

He emphasised that tablet and mobile monetisation each had very different dynamics.

“With mobile, the big challenge we face as an industry is to make sure the creative executions are making use of the amount of time people are spending with mobile content,” Mr Gentry said.

Meanwhile, the sale of its 50.1 per cent share of Trader Media Group is set to benefit Guardian Media Group to the tune of £600 million as it attempts to reduce its losses and continue its transition from print to digital.

GMG announced last week it would sell its holding in the automotive classified business to private equity firm, Apax Partners, which acquired TMG’s remaining shares in 2007.

Cost-cutting efforts by GMG chief executive Andrew Miller have reduced the company’s losses from £44.2m in 2011-12 to £30.9 in the year to April 2013.

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