PEOPLE.com is promising advertisers something unique: ads that float on the top of a mobile screen while the rest of the digital edition loads. That is just one of several mobile-optimized features PEOPLE has just unleashed—a bit surprising that it has taken so long, for what is likely the leading celebrity magazine site on the web (which already garners 4.5 million unique visitors per month by Nielsen data). PEOPLE has adopted responsive design to program content seamlessly across devices, regardless of screen size. Responsive design enables one-stop updates (usually to a desktop website) which then reach across all other sites (including tablet and smartphone optimized sites).

Second, PEOPLE is introducing "Snap Banners," a proprietary mobile ad unit. The Snap Banners remain fixed on the screen before locking into a position on the page.

Other mobile-optimized features:

• Exclusive Mobile Programming Determined by Daypart: Content programmed based on how and when users are spending their time on PEOPLE.com mobile—for example, "What You Missed This Weekend," highlighting the top stories from the weekend.
• New Social Share Tools: Makes it easier than ever to share content by email, SMS, Facebook, and Twitter.
• "Emoticomments," which allow users to react instantaneously to content with the introduction of story-based emoticons where users can click on how the content makes them feel.
• Integrated Commenting across Mobile, Desktop, and Tablet: Ensures that readers are part of the conversation no matter where they are accessing PEOPLE.com content.
• Mobile-Friendly Gaming.

Finally, PEOPLE.com has hired Time Inc.’s first full-time mobile editor, who will focus on developing content as part of the mobile site’s new "dayparting" strategy.

"Mobile is increasingly where our readers are — whether it's commuting, waiting in line, or kicking back watching TV— and increases in traffic are only trending up," said Liz White, General Manager, PEOPLE Digital. "Delivering a richer, more optimized product to consumers and advertisers is a huge priority for PEOPLE. Our responsive design strategy allows us to do that with better functionality, more content, and expanded social offerings across screen sizes."
"Our expansion and growth in mobile provides another powerful PEOPLE brand touch-point for marketers," adds Karen Kovacs, Publisher, PEOPLE. "Advertisers have embraced our expansion into the new ad formats – i.e. Snap Banners and full-screen takeovers – as a great canvas to connect effectively with this highly engaged audience."