A comprehensive redesign of Taste.com.au is nearing completion with the beta release of its new website ahead of a January launch.
It is organised around four editorial verticals:
- Quick and easy
- Baking, and
A search engine with recommendations, an improved member dashboard and 180 new videos further enhance the site.
So-called adhesive formats – in which an ad stays on screen as a user scrolls down the content – would enhance the chances of readers seeing the advertising.
News Digital Network Australia’s director of food, Fiona Nilsson, said: “We’ve increased our data targeting abilities and will be launching a new native video platform to address the growing needs of advertisers seeking bespoke video content.”
“This represents an enormous opportunity given our videos are uniquely connected to shoppable recipes,” she said.
News Corp Australia will use audience feedback from the beta release to refine the site.
The redesign involved the migration of 60,000 pieces of content and six million pieces of user data, making it one of the company’s biggest digital projects of the year.
Ms Nilsson said continuous innovation had allowed Taste to maintain market leadership over the past decade. It reaches 3.5 million – some 2 million ahead of its closest competitor, according to Nielsen ratings.
It won Media Brand of the Year at the B&T Awards last week.
Ms Nilsson leads Food Corp, a new division that offers advertisers customised solutions across all of News Corp’s food brands.
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