Contextual

The opportunity for brands to advertise in association with relevant editorial content has long existed both online and off. Contextual advertising, as it's known on the Web, is a popular strategy because it helps advertisers reach consumers...

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No doubt about it, the idea of sponsored tweets is appealing. Whereas traditional digital sponsorships involve prominently promoting a brand in a site section or special feature, the Twitter version highlights that sponsorship in a tweet sent on behalf of the site publisher. The result is exposure inclusive of (but not limited to) the publication's entire Twitter audience of followers.


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When you're about to start planning a new interactive marketing strategy, you hope that fabulous ideas will come easily. You imagine taking your place at the brainstorming table with an arsenal of unique campaign concepts at hand. If, however, you instead find yourself lacking in the creative genius department, there is an easy fix...

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Where, oh where, should your banners go?

You're bound to ask yourself this at the onset of every new campaign. The goal, of course, is to find that spot on the site page most likely to grab the user's attention. The rule used to be that "above the fold" and "top of page" are best. Is it relevant still?

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What makes a good product site – one that you'd like to emulate for your own brand, that stays with you even when you've shed your marketer's hat and donned your consumer one? Is it a beautiful design? Flawless functionality? Or is it the experience?

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Rich media campaigns boost intent to recommend

Display campaigns may not often get credited with the last click before a conversion, but their value as a branding tool continues to be borne out. Research from audience data intelligence firm Lotame indicates a significant lift in intent to recommend a product among internet users who have seen a display ad.


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It isn't overdramatic to say that each brand has a unique character. Packaging, copywriting, and marketing materials all combine to create an image that impresses on the consumer exactly what the brand is all about. In digital advertising, imparting the essence of that character primarily comes down to two things...

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In this week's 30 Second Spots column, Plugging bin Ladin, Simon Houpt discusses topics ranging from the bin Laden effect on advertising to Google's latest run at tv advertising.



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In this week's PERSUASION column, Papers step up in battle for eyeballs, Susan Krashinsky looks at our industry's innovative approaches to boosting revenues.


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Take a close look at your current campaign and ask yourself: What's in it for consumers? Your ads may increase awareness and exposure of your product and brand…but what are they doing for the site users who see them?


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Some seasons necessitate a unique ad campaign. When fall rolls around and kids go back to school, marketers respond with aptly themed ads. Halloween and the holiday season too incite the use of relevant imagery and messaging. In the dead of winter, however, when for much of the country the passage of the weeks is marked by the height of the snow in the yard...


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Anyone who's heard a nasty rumour that has turned out to be misinformation knows the importance of keeping things in context. The same rule applied to online advertising, but for very different reasons. Contextual advertising (also known as content match advertising) has climbed the targeting technology ranks to become an increasingly popular feature of interactive campaigns. The ability to place advertising in relation to contextually relevant site content has proven to be both effective and well received by Internet users.

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