launches redesign

Increased ad and sponsorship opps, a robust library and more user-friendly tools are introduced with the aim of driving traffic to the site. relaunched this week with a new design and promo strategy geared to dramatically increasing traffic and views of its full video library. The site, which receives about a million unique visits per month (Comscore) now also features 30 new show microsites and improved user navigation as well as more ads spots and new sponsorship opportunities.

‘In addition to driving for an improved user experience, we wanted to satisfy our large advertising base so there’s a significant number of increased ad positions on the site,’ Graham Moysey, senior VP and general manager Canwest Digital Media, tells MiC. Whereas the old site had one leaderboard ad unit, the redesign now has the leaderboard and two big boxes, and advertisers can also sponsor parts of prominent video centres on the site like Watch Online, Featured Shows, and What’s On – each of which has a collection of video thumbnails of different series – as well as the premium show microsites and homepage takeovers, Moysey explains.

Traffic to the site is now also driven through embedded widgets in the entertainment sections of Canwest’s individual newspaper sites, as well as the network. A promotional campaign for the redesign is also underway that includes TV spots on Global and print ads in Canwest newspapers. ‘We are confident that we will experience 30 to 40% growth quite quickly,’ says Moysey.