Evening Standard has launched a new advertising solution that enables brands to create engaging visual Stories, amplified across Evening Standard websites.
ES Magazine, the Evening Standard’s award-winning weekly magazine, has launched its newly enhanced mobile optimised site to readers.
London’s life and style bible, ES Magazine, returned to London’s streets last week with the bi-annual fashion edition. In addition to the magazine, the return is amplified by an improved digital offering allowing readers to access the content wherever they are. The refreshed digital platform allows advertisers to improve and diversify their digital storytelling with the help of rich, tap-through visual scenes, specifically designed for the mobile web.
Brand Stories allows brands to leverage a fully scaled opportunity, with more than one billion people now engaging daily and intuitively with tappable content across Facebook, Instagram, Snapchat, or WhatsApp.
Branded content is delivered programmatically within editorial context and introduces the tappable format to a practical new real estate, as users can begin to engage with the content immediately, without having to navigate to another page.
Unlike Instagram Stories, the product helps create content that’s part of the open web and can be shared or embedded, without being confined to a single ecosystem.
Charles Yardley, CEO at Evening Standard said: “Stories embrace the practical needs of audiences that are set to engage with brands through bigger screens, better cameras, faster mobile connections and shorter attention spans. We’re committed to helping accelerate tappable storytelling at a time when mobile has moved from being the third screen to being our one and only screen.”
The new property was developed in partnership with London-based technology company Newsroom AI, allowing ES Magazine to create content that’s compatible with the new Web Story (AMP) format established by Google.
Mihai Fanache, CEO at Newsroom AI added: “We’re excited to see our partners at the Evening Standard explore the new editorial and commercial possibilities that emerge with the adoption of the Web Stories format. We believe in the exceptionally refined visual DNA of print media and we’re thrilled to be able to help bring that into the mobile age.”
James White, commercial director at Evening Standard commented: “ES Magazine has such an important influence on Londoners, and we’re delighted to bring its much-loved content to our readers in a digestible and engaging way. With 85% of online consumed on smartphones, we wanted to ensure our readers enjoyed an unparalleled experience whether flicking through the glossy pages of the magazine or scrolling online. With our slick new digital journey, we’ll be able to underpin our focus around great content on multiple platforms.”