Guardian Offers Location Specific Web Advertising
Guardian Unlimited has announced plans to reveal the geographic breakdown of its readers on a quarterly basis and is offering advertisers a range of location-specific solutions.
New research conducted by the newspaper website shows that nearly 40% of its 7.5 million unique users are situated in America, with just under a third living in the UK. However, UK users account for nearly half of the site’s page impressions, with the US recording less than a quarter.
The study was conducted by mapping the IP addresses of visitors to the site and enables advertisers to tailor campaigns to different parts of the world, thereby creating more directly relevant marketing to that readership demographic.
Campaigns are already underway by several UK companies including HSBC Offshore, Abbey, Alliance & Leicester and PPP. The Guardian’s detailed geographical breakdown of its readership enables those companies to more directly target specific products at ex-pats living outside the UK.
Commenting on the new research Simon Waldman, director of digital publishing at the Guardian said: “As well as being the market leader in the UK, Guardian Unlimited is very much a global media brand. This is something of which we are incredibly proud. We are also very proud of our reputation for transparency, which is why we think it is important for our advertisers to know as much about our audience as we do. So we are happy to make this information publicly available.”
The Guardian‘s website has grown significantly since its launch in 1999. It now boasts 16 sub-sites dedicated to news, sport, media travel and film. In 2001 the company claimed the top spot as the UK’s most popular newspaper website and recorded record page impressions during 11 September and the Iraq war. Figures from internet ratings authority, Comscore, show Guardian Unlimited to be the fourth largest provider of news globally.
Earlier this month the Guardian and the Observer became the latest national newspapers to cash in on the increasing popularity of the internet with the launch of digital editions for online readers. Both titles followed in the footsteps of the Times and the Telegraph with the launch of e-papers that replicate the layout of their print editions in terms of copy, advertising and images (see Guardian And Observer Launch Digital Editions).
The Guardian: 020 7478 5240 www.guardian.co.uk
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