Kiss, the Bauer-owned radio station, has revamped its website as it removes display ads from its home page.
The national radio brand’s site, currently in beta, focuses on social media and video and aims to improve the user experience.
The decision to remove third party ads follows similar moves by broadcasters Channel 4 and Five.
Bruce Mitchell, head of digital at Kiss, said, “Home page advertising should be about providing something unexpected and creative rather than predictable. Users should feel our commercial partners are brands we value working with, and their message should be presented in a way our users will react well too.”
The site was built by digital agency Clicked Creative.
Five cut ads from its home page when it relaunched last year (nma 18 December 2008).
This story first appeared on newmediaage.co.uk