Getty Images website
(Via Getty Images)

Getty Images says that 97 percent of the visitors to its website come there to browse new imagery rather than license the content for a commercial purpose. With that knowledge in mind, the company has launched a new experience at GettyImages.com with an emphasis on helping everyday users navigate through and engage with content.

Getty Android app
Getty released a new Android app and Olympics content will be front and center in the days ahead. (Via Getty Images)

The revamped site, live in time for the start of the Rio Olympics on Friday, is part of the Seattle-based company’s “Getty Images Everywhere” strategy, which targets the consumer market for new monetization opportunities, it said in a news release. Getty has traditionally relied on its B2B licensing business, and that experience will remain in place for those customers.

With a library of over 200 million images, there is plenty to sift through for casual visitors and hardcore photography fans. Galleries are assembled by event, personality or topic and social media integration will allow for instant sharing across platforms.

Some of the galleries surfaced on the home page Thursday included lighter fare such as Underwater Selfie, Sporty Bulldogs, and Street Style Inspiration: Tattoos. It’s clear that Getty is looking for greater traction out of its efforts to get more users to embed its images.

“Our mission is to connect people — wherever they are, whatever their interests — with the exceptional content produced by Getty Images photographers every day,” Getty CEO Dawn Airey said. “We know people love our imagery and with this latest enhancement we have created an expertly curated, immersive experience that enables them to easily access, enjoy and share the moments that matter to them most — starting with the upcoming Rio Olympic Games.”

Getty’s Rio experience will host the sports images and stories that the agency has made a big commitment to deliver this year with a 120-person team and new forms of photographic technology. Local athlete and country profile pages, specific sporting event pages, behind-the-scenes action, 360-degree photography and historic Olympic imagery will all be part of the mix.

The Getty iOS app and new Android app, which launched Thursday, also have an immersive Rio experience. Viewing and panning across 360-degree images is meant to transform the way users can engage with Olympic photography.

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