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BizReport : Advertising : May 12, 2008
Format Dynamics Prints Up Online Ads
A new type of ad is coming to the online space. Start-up Format Dynamics has created a print based ad format. The advertising and publishing platform inserts ads to the printed versions of a webpage.
Called CleanPrint, the platform launched recently and has since been used by content providers such as CareerBuilder, the Houston Chronicle and the Denver Post. Rather than simply using banner ads, the platform dynamically inserts ads onto the content pages when a user chooses to print the page.
According to Format Dynamics, about half of US consumers print web-based copy at home. The platform works by inserting contextually relevant ads when a user chooses to print a page. Advertisers can simply use a branded banner or offer an incentive - a coupon, free shipping or other offer - through the ad.
Before signing on with a publisher using CleanPrint, an advertiser can learn which content pages are getting the most traffic and which pages are being printed most often. In this way, marketers can better target which ads will fare best on which publisher sites. As the campaign is running, marketers are given analytics to help determine how the ads are faring and what changes may need to be made.
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