Online advertising

We hate banner ads, but we love online advertising

Online advertising at its best is engaging, relevant and immediately gives your audience something of benefit. That is why as far back as 2001 our online advertising work included what would now be called rich-media interaction, including games and in-banner calculators.

Interaction, click-thru and the fatal drop-off

Often online advertising will run in tandem with above the line activity. We will therefore work closely with your above the line and media buying agencies to ensure your online advertising integrates with the rest of your campaign and will be effective in isolation. We’ll make sure that your campaign delivers against the campaign objectives – whether these will be tracked via: research for awareness; ad serving platform stats for interaction rates and click-thru; or web analytics for goal completion on your website (completing a contact form or buying a product for example). We’ll also review the full user journey to ensure that when we deliver a great click-thru rate your audience won’t immediately leave your landing page.

Beyond traditional advertising space

Sadly your audience is getting better and better at ignoring banner ads and online advertising. Knowing this, media owners are now more open to exploring deeper relationships with advertisers including sponsorship, advertorial and syndication. By delivering added value with the right partner who already has a strong relationship with your audience you can benefit from greater levels of awareness raising, interaction and response rates than with traditional online advertising.

Questions?

To discuss how online advertising could be better used as part of your marketing communications, call Iain on 0131 625 5500.