Advertising Within Content Areas

From: Donna Stryk <donna.stryk_at_tenagra.com>
Date: Wed 19 Apr 2000 10:36:51 -0700

I recently listened to Jared Spool (User Interface
Engineering) speak at a conference where he provided
great information about branding online. During the
session he suggested that banners placed on the borders
of pages are ignored by customers. To combat this
problem, he suggested adding a marketing message with a
link at the end of an article or other form of content
in the body of the page. This way, you know the user
is interested in a particular topic (because they're
reading the article) and they are more likely to want
to follow up on what they've read.

My question is, how would you go about negotiating this
type of deal? How can you estimate what the link will be
worth, especially on a site that has never offered this
placement? Also, you would obviously have to get some
idea of the site's editorial schedule to know how to
tie the ad in with the current topic. Do you feel that
sites will offer that information?

Donna Stryk

================================
           Donna Stryk, Moderator
                     Online Ads
            donna_at_adbanter.com
 





Received on Wed Apr 19 2000 - 12:36:51 CDT