Five cuts ads to push focus on content

UK Broadcaster Five has dropped its standards advertising positions on the home page to give monthly takeovers greater impact for advertisers.

Five has relaunched its home page with a greater prominence on content and programming, and the withdrawal of its normal advertising formats.

The move to remove advertising from the broadcaster’s home page is part of a tactical shift to champion the channels content and drive users through the site’s vertical channels.
Five will, however, sell takeover opportunities on the home page, which will be available for between one day and one week each month, and will offer advertisers a high-impact marketing space.
The move comes in advance of comparable plans from competitor broadcaster Channel 4, which intends to relaunch its home page later this year without advertising to allow it put greater emphasis on its content.
The home-page layout, which features key content areas such as Five FWD and Five.tv, is flexible and can be moved around by Five to showcase different content. It is said that the site will maintain its development and one aim is to permit users to tailor the home page in a similar method to the BBC home page.