NONE: Re: ONLINE-ADS>> Banner serving based on content of news...
Re: ONLINE-ADS>> Banner serving based on content of news...
John Kane (JOHN_KANE_at_us.yr.com)
Tue, 22 Sep 1998 05:48:29 -0500 (CDT)
Richard Hoy wrote:
>I had an idea for a way to target ad banners.
>Is anyone serving banners based on the content of a news article?
Richard:
We did a test banner campaign for a client that was along
the lines you suggest. The goal was to match the
advertising message with the underlying editorial. We
created several dozen banner messages, so that we could
maximize the synergy between the "borrowed interest" of the
sponsored content and the client's message.
The main difficulty was the while our initial design was to
perform this ad matching on the fly, we had to settle for
predetermined page assignments. (The reason was that the
servers simply could not keep up with such a complicated
task. But we believe this limitation will be removed as
server technology improves.)
Instead, the publisher (HomeArts) did a weekly analysis
matching ads to editorial. While not as elegant as an on
the fly solution, the results were the same. To validate
our assumption that matching ads and editorial increased ad
effectiveness, we created test cells looking at how the same
ads performed in run of site rotation. As expected, the
matched ads showed a performance benefit.
jk
----------------------------------------------------------
John Kane
VP, Associate Director
Brand Dialogue San Francisco
e: john_kane_at_us.yr.com
p: 415-764-1309
f: 415-896-0533
========================================================================
------------------------------------------------------------------------
This week's Online Advertising Discussion List sponsors:
ValueClick, AdKnowledge and The Mining Co.
ValueClick can guarantee you instant revenue on 100% of your ad space
For non-exclusive, flexible solutions that work w/ existing CPM sales,
contact us today: ValueClick http://www.valueclick.com/members.html
---
7 out of 15 top agencies know that AdKnowledge improves web advertising
effectiveness. What are YOU waiting for? AdKnowledge. We make web
advertising work. http://ads01.adknowledge.com/SmartBanner/page/9751.2
---
QUESTION: What has 5,000 fingers and has grown 44% since April? It's been
called "a Yahoo! on steroids," and it's spreading fast across the web.
ANSWER: The 500 Expert Guides at http://MiningCo.com
------------------------------------------------------------------------
========================================================================
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com
