ORIGINAL SOURCE: InPublishing
Dylan Jones, Editor of GQ, comments “GQ was at the forefront of media brands online when it launched in 1995, ahead of familiar digital players such as Google, and we continue to set the benchmark with the evolution of GQ.co.uk unveiled today, achieving standout in the men’s luxury digital space with a growing GQ audience. With the addition of GQ Video we are adding value for our existing audience as well as attracting a new generation. GQ offers a truly 360 degree editorial experience.”
According to the publishers, key elements of the reimagined site include;
* GQ Video dedicated channel launch
* New custom built CMS for ‘on the go’ journalism live within 15 minutes of writing
* Infinite scroll on all devices, plus quicker loading
* Reconfigured sections to enhance user engagement (Fashion; Watches & Jewellery; Grooming and Fitness; Lifestyle; Cars & Motoring; Culture and GQ Video)
* Bespoke ad formats redeveloped for mobile optimization
* Sticky ads and lazy-load ads for better viewability
* Greater native and custom solution capabilities
* Solus premium advertising only on the homepage as part of a wider sponsorship package
* The mobile led strategy is a first for the business
“Delivering the GQ look and feel online while maximizing a dynamic news agenda and luxury lifestyle content for an audience on the move, the reimagined GQ.co.uk is a reminder of how successfully Condé Nast adapts to changing audience habits. This mobile first strategy will subsequently be rolled out across other brands very soon,” added Wil Harris, Head of Digital.
GQ Video launches as a dedicated channel together with a re-branded YouTube presence and availability on other sharable channels, and debuts with ‘The Luxury of Less’, a 3 part series presented by Jim Chapman who guides the viewer through the male minefield that is buying wardrobe classics, specifically suits, shirts and watches.
Danielle Bennison Brown, Director of Video Content, remarked: “Following the significant success of Vogue Video, we’ve enjoyed turning our attention to the GQ audience to bring them content derived from our cultural understanding of their lives combined with our access to unbeatable talent, and we’re looking forward to collaborations and partnerships to bring the viewer insightful, entertaining and talked-about footage.”
GQ video will be a home for GQ originated short films, series and documentaries, archive videos, partner collaborations and the GQ video playlist.
“With our mobile-first strategy, greater native capabilities and enhanced custom solutions, together with a suite of new commercial opportunities, the new-look GQ site builds on and redefines our dominance of the digital men’s luxury landscape. We look forward to building on the already significant engagement we offer together with vastly improved scope for collaboration, delivering powerful conversations for our partners to our upscale audience,” said Vanessa Kingori, Publisher of GQ.
Further GQ Video content to be released in the coming weeks will include two series made in collaboration with Haig Club Single Grain Scotch Whisky – ‘Two Whiskies With’, an interview series hosted by Jack Whitehall, and ‘The One’, a six-part guide to mastering your perfect cocktail. Plus ‘The Life’, a series exploring the evolution of aspirational and exceptional dining, made in collaboration with Lexus.
Advertisers on the newly reimagined GQ.co.uk include Mr Porter, John Varvatos, Tiffany Bridal, Grey Goose, Dolce & Gabanna and Burberry.