Re: Advertising Within Content Areas

From: Steve Johnston <stevebus98_at_yahoo.com>
Date: Wed 19 Apr 2000 09:40:36 -0700 (PDT)

DONNA STRYK WROTE:
> 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,

Some sites actually would run the content and ad
through their ad server, that way they could measure
exposure and click-thrus. But that is just one way.

A site could possibly negotiate deals based upon page
views, click-thrus and still target the ad even as a
text ad.

I know that some of our customers do it routinely.

Steve Johnston
Real Media, Inc.
johnston_at_realmedia.com
www.realmedia.com



Received on Wed Apr 19 2000 - 11:40:36 CDT