The Guardian has redesigned its app to allow users more opportunities to interact and be part of the conversation by integrating the Guardian Witness feature.

The app is built around the principles of open journalism and aims to deliver a more engaging experience for readers and increased visibility for advertisers.

The new version aims also to deliver a more personalised Guardian experience across mobile devices, available on both iOS and Android.  

“As more and more people consume their news on mobile devices we have brought our app bang-up-to date and are able to offer brands the most effective ways of reaching our progressive audiences who consume their news via our app,” Nick Hewat, commercial director at Guardian News and Media, said.

“As people’s habits change, both news organisations and advertisers need to adapt and meet our audiences where they are. The new app is beautifully designed and will provide ad options that you would expect from a world class digital offering.”

Building on the Guardian’s ‘Audiences not Platforms’ tool, the advertising process has increased in efficiency and flexibility for clients, with targeted audience planning, and responsive formatting meaning one ad unit fits all digital platforms.

According to Tanya Cordrey the decision to rebuild the Guardian’s app was made more than a year ago to ensure its readers had the best possible experience.

“We also wanted to help our journalists to tell their stories in the best possible ways, and so we looked into every nook and cranny to totally reimagine what our app should be like, and how our own technology can enhance our journalism,” she said in a Guardian blog post.

“Put simply, this is an app built for the Guardian’s future.”

The new app is free to download and is supported by integrated advertising.