Elle Canada is offering new sponsorship opportunities on its website that will give advertisers greater visibility and prominence on the page. The ElleCanada.com redesign, which launched last month and will be promoted in the May issue of the magazine, has already seen a significant jump in traffic over January and February.
Visitors can now watch fashion runway videos, and behind-the-scenes footage from Elle photo shoots. Meanwhile, advertisers can get viewers’ attention with new ‘overlay’ ads, which are images or text links that are click-able within the video. Sponsors like Clarins have taken advantage of Elle‘s half-page ad offerings. The Clarins ad is accessible with a click on the cosmetics brand’s own tab in the beauty section of the site.
‘We redesigned the site to make it less cluttered, so that the ads would be more prominent,’ says Catherine Gray, product director, English consumer websites at Transcontinental. She explains that the number of unique hits has already increased by 47% in February/March over the previous months, and page views have also jumped by 57% prior to planned promotions.
An upcoming style contest will allow visitors to the site to create their own style profile. Other new feature include a daily dish of celebrity gossip, a slideshow of celeb fashion hits and misses, plus more relationship and beauty forums in a subsection called Elle Talk. Elle Canada‘s site has an average of 270,000 unique hits per month, according to ComScore.
