Visitors to People.com on the iPad will see a significant face-lift to the site today. The celebrity weekly has just unveiled the first iPad-optimized version of its website, which includes the same content found on People.com's desktop edition but is reformatted to take advantage of the touchscreen device.
Until now, visitors to People.com had the same experience whether they accessed it from a computer or tablet. (The iPad app, which was introduced in 2010 and requires a paid print subscription, only contains content from the print edition.)
That didn’t stop people from visiting the website from their iPads. In January, People.com had a record-breaking 2.1 million-plus unique visitors via the iPad, prompting the magazine’s staff to start thinking about how to enhance that experience.
People's new iPad site will feature the same stories and photo galleries as before, but visitors will now be able to tap headlines to access content, swipe through videos and photo galleries, and use new, iPad-only features like a trending topics section and upgraded search box. “We’re really trying to take advantage of the tap-and-swipe technology,” People publisher Karen Kovacs told Adweek.
More visitors via the iPad also meant more advertising potential, so People created a new interactive ad unit for the site. “We’ve seen such tremendous growth with our iPad audience, and it provided a launching pad for us when we think about new ways to monetize that growing number,” said Kovacs.
Unilever's I Can’t Believe It’s Not Butter! brand is the first to use the new unit. Its enhanced ad, which will run through March 31, can be swiped to reveal video content, recipes and access to the brand’s Twitter feed.
For Unilever, the unit was a continuation of the user experience on the site, Barry Sands, Unilever’s senior brand manager of premium brands, explained by email. “This interactive experience is an extension of the engaging content consumers are already seeking on People.com," he wrote.