NONE: Re: ONLINE-ADS>> Online Ads - Different Models
Re: ONLINE-ADS>> Online Ads - Different Models
Mark W. Mitchell (mwm_at_cyclenews.com)
Wed, 09 Jul 1997 10:19:05 -0400
This message is in response to Steve Glovers question:
Steve Glover asks:
>
>I was curious, but a different model than just "banner" advertising was
>presented to me through a client that I found interesting. They have
>bought banner and "advertorial" (sponsorship) space on a trade magazine's
>website, but rather than having the banner (which is on the main homepage)
>click thru to the client's website, it clicks through to the advertorial,
>which then clicks through to the clients webspace.
>
>Is anyone aware of other websites where this is done? I mean, where the
>banner links through to an advertorial (on the website) as a part of the
>banner rate?
Cycle News Online <www.cyclenews.com> has benn offering this type of
advertising for a while now. We call it a "bridge" page. In my opinion it
offers many clear advantages over a standard banner linking to a home page
for both the host site and the client. The clients like the ability to tie
in promotions for a timed run without major modifications to their own site.
In addition they are always able to have a concise brand message delivered
with only one click...many times a direct banner link leaves the user at a
large site with too many options. After the branded message we always place
a banner on the "bridge" page which provides a direct link to the client
home page for more information.
The most succesfull of these "bridge" campaigns we have developed to date is
an ongoing project with Dunlop Tire. This was really a natural progression
from our close relationship on the print side. Cycle News is a weekly
newspaper covering motorcycle racing and Dunlop is a long time advertiser.
In print, Dunlop has always run a combination of product ads and what we
call "win" ads, these are simply ads which tout a recent race win and
contain a strong brand message. Online we developed a campaign for them
called the Dunlop Winners Circle which serves both purposes. It delivers a
strong branded "win" ad message with one click and then provides a bridge to
the Dunlop Tire site as well for a more detailed product explanation. Each
time new win ad content is developed (usually at least twice a month
depending on race wins) it replaces the content on the bridge page keeping
the content and message fresh and timely.
I would encourage you to check it out at <www.cyclenews.com>. It works well.
Looking forward.
Mark W. Mitchell mwm_at_cyclenews.com
New Media Director www.cyclenews.com
CN Publishing Group www.watercraft.com
770-934-7850 voice 770-934-3112 fax
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