Guardian News and Media has enhanced its mobile site with faster updates and other new features to provide a better experience for consumers and more opportunities for advertisers.

New features on http://m.guardian.co.uk include live football scores on the homepage and a new look and feel, including redesigned article and gallery pages.

?Our aim is to improve the service for all of our audience who have smartphones, whilst at the same time remaining committed to maintaining an accessible service, optimized for smaller screen sizes and slower connection speeds, for anyone using other handsets,? said Adam Freeman, director of consumer media at Guardian, London.
 
?It is part of a broader strategy to provide an excellent experience of the Guardian on whatever platform or device people want to consume us on," he said.

Enhancements
The site now has faster updates and enhanced live coverage.

A bookmarking feature was added to provide quick links to favorite sections. Additionally, the content is now more comprehensive, mirroring http://www.guardian.co.uk.

There is now more optimization for smartphones, including expandable navigation links. Also, there is a searchable article and gallery archive.

Site visitors are able to scroll through entire articles, as the pagination has been removed.

Keyword pages gather the latest coverage on topics in the news. The site gives consumers options to increase or decrease font size.

"Our aim is to ensure the Guardian is available to read wherever and whenever the audience chooses, whilst also providing compelling marketing opportunities for brands," Mr. Freeman said.

Advertising opportunities
The Guardian?s mobile site originally launched in March 2009.

Since then it has become the No. 1 British newspaper mobile site, according to comScore, with an average of over half a million page impressions each day.

This is more than double the number of page impressions the mobile site recorded this time last year, and means that over 5 percent of Guardian News and Media?s global digital page impressions come from mobile devices.

Guardian?s mobile site attracts an educated, affluent  and influential audience, offering advertisers an attractive complementary reach to guardian.co.uk.

The Guardian mobile site is ad and sponsorship supported. Over the last year the company introduced a variety of ad formats and packages on the mobile site, m.guardian, alongside bespoke content-led sponsorships.

?Through our new high-impact homepage and channel sponsorship packages we're making it easier for brands to get involved in mobile advertising, and we will continue to work with our commercial partners to deliver the best in mobile marketing solutions,? Mr. Freeman said.

Final take
Giselle Tsirulnik is senior editor of Mobile Marketer
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