The first phase of the new marthastewart.com launches today with improvements in search and navigation, a more streamlined user interface, an archive of how-to videos and an extensive article library, writes MediaPost.
The overhaul will enable advertisers to more easily buy sponsorships and ad programs across properties - offline and online - with integrated placements, pre-roll video and standard online ad units. Haircare brand Garnier and 3M's Scotch-Brite are advertising across platforms, and Kraft is a major new advertiser on the site.
Garnier, for example, began an ad campaign with Martha Stewart Living Omnimedia on TV, followed by pages in the site's Body + Soul section that also featured a link for consumers to access a downloadable PDF on skincare.
The site offers more than 700 videos - including full-length daily episodes of Martha's eponymous TV show, how-to and cooking clips, segments from "Everyday Food TV" and audio from "Martha Stewart Living Radio" on Sirius.
Marthastewart.com had 1.3 million U.S. unique visitors in February, with an average of 11.2 minutes spent on the site by each visitor, according to comScore Media Metrics.
