Breaking out the site as its own brand was a smart move to keep consumers happy, says Greg Manago, co-president of Content+ at Mindshare North America.
“Some publishing platforms can get into trouble when they’re bringing this [kind of] experience [into] the mainline platform,” he says. “That can be a problem for the audience specifically if they feel like they’re suddenly getting served advertising in a place there never had been.”
The Getty archive could also be a way for visitors to fall into a rabbit hole of beautiful or interesting old images that they’ll want to share.
“People are going to start looking at these photos and sharing them, and those other people are going to look at them and share them,” Manago says. “I think that’s where the power of this platform is going to be.”