Kiss launches ad-free home page

Kiss radio is set to launch a new website in a bid to host the first commercial radio site to run a display ad-free homepage.

Kiss will trial the new format, which is similar to Channel 4 and Channel Five’s sites, and instead offer creative commercial takeovers and integrated advertising options.

The site will launch with an integrated Lynx takeover as part of the current radio activity from Mindshare.

Cate Murden, business director at Mindshare said: “We are delighted to have the opportunity to be involved with this important launch from Kiss. Lynx has had great success with the radio brand and this a fantastic next step for the product.”

Bruce Mitchell, head of digital at Kiss added: “Homepage advertising should be about providing something unexpected and creative rather than predictable.

“Users should feel our commercial partners are brands we value working with, and their message should be presented in a way our users will react well too.”

The site will also have a strong focus on video, as advertisers shift to pre-roll over display as a vital way of getting their message across, according to parent company Bauer.

In addition, Kiss said the new “site also harnesses ‘web 2.0′ with a strong emphasis on social media tools and a dynamic interactive interface”.

The launch is the culmination of a development process that begun in September last year, which has seen Kiss’ media player, Kiss’ network breakfast sites and an interactive Playlist site all roll out over several months.