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BizReport : Advertising archives : October 15, 2009

Digg Ads attracting higher-than-average CTRs

Earlier this year, Digg introduced a new ad format - Digg Ads - and this week executives claim that they have been a resounding success, with some advertisers seeing significantly higher than average click rates.

by Helen Leggatt

Early results for Digg Ads performance are looking good. The ads, which appear at first glance to be user-submitted content, yet are marked as sponsored content, fit will with the existing site format and content and have obviously caught the eye of Internet users.

Just as users can vote stories up (Digg) or down (Bury), they can do so with Digg ads, too. In addition, ads that are Dugg most often are given more exposure and those that are Buried most often are displayed less.

While Digg have reported above average click-through rates of around 1%, a significant hike on the industry average of around 0.1%, some companies have seen even better results. Intel, Threadless, Toyota and Amazon all ran campaigns that averaged click rates above 2%.

"Digg Ads gave us a new avenue to execute our connectivity strategy - the ads gave us the ability to link to our custom online content that was relevant to the Digg reader," said Kim Kyaw, interactive media and product integration, Toyota Motor Sales, U.S.A., Inc, via MediaPost.

Digg has also announced the limited release of another ad format - Digg Content Ads. As Digg's Chas Edwards explains on the company blog, "Digg Content Ads are basically widgets that contain previous Digg homepage stories that are relevant to the industry or company that is advertising on Digg."

Tags: ad performance, Digg, online advertising, social media, user-submitted content, widgets

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