Guardian Advertising

A family of websites marketing to marketers and telling them why they should advertise with the The Guardian

Make

A global reach of 155m unique readers gives the Guardian the power to transform businesses. Their brief to us was to help them launch a family of websites that would tell the world why they should advertise with the most trusted newspaper in the UK. Our key objective was to radically improve the user experience for potential advertisers and media companies, highlighting the Guardian’s global reach and driving new sales.

Client
the Guardian
Year
2016
What we did
Design
Development

Managing such a large number of stakeholders is always a challenge. Ideas Made quickly delivered a seamless prototype allowing to get everyone’s buy in before we started work. They also supported us in the, at times unwieldy, task of mapping out our proposition, and this support proved invaluable. The result is a well-refined, sleek website, which works well on mobile, delivers on all of our requirements and is now an essential sales tool for our UK, US and Australian teams.

Guardian Advertising Screen 01

Our usual lean project approach meant that we kicked off with a series of workshops to define the business objectives and key users we wanted to target. Next we worked with the Guardian to identify a comprehensive list of user focussed requirements and problems we wanted to solve.

Creating a clickable prototype in Marvel (a prototyping tool), meant that we could layout the optimal structure and messaging for the site. Crucially this also allowed us to gather feedback from the variety of stakeholders in the project, and to test the experience with existing users of the site.

We continued to closely collaborate with the Guardian team into full development. Our CTO worked with their in-house team to ensure that we achieved the optimal blend of design and technical implementation, all while creating an easily updatable CMS (content management system). Working hand-in-hand meant that we could deploy important elements such as data visualisation, and specifically animated statistics in a way which rendered them seamlessly for desktop and mobile devices.

Guardian Advertising Screen 02

Customer feedback to the Guardian has so far been very positive, both internally and from existing clients. Most importantly, traffic and leads are also increasing - US and Australian launches will now follow in the very near future.