Clash-Media's purchase of Trigga gives global marketers context

Trigga's technology will be used within a network of sites, personalized to each consumer, giving them the news and information they've chosen to receive based on context. With the acquisition, Clash-Media is positioned to offer marketers a better way to engage consumers through that same content machine.

"The acquisition of Trigga takes Clash-Media's offering in the Online Lead Generation market to a new level," said Ed Bussey, CEO of Clash-Media. "Trigga will enable Clash-Media's Advertisers to source more highly qualified consumer leads, across more territories and a significantly wider range of product and service categories than before - it's a unique 'super lead generation platform'. It will also help Publishers generate additional revenue by automatically positioning lead gen adverts contextually alongside their news and lifestyle content - a compelling offering in what is currently a tough revenue environment for online publishers."

A report from Conde Nast and McPheters & Company found that ad placement, rather than ad size, was crucial in engaging and converting consumers. But the research isn't talking about where the ad is placed on a webpage - above the 'fold', right corner, mid-page - it refers rather to placement via context. Their researchers found that ads placed near contextually relevant text were 60% more likely to be recalled than ads placed away from contextually relevant text.

Using the same logic, ads placed on a content hub which allows consumers to choose their content, should give marketers the same increased recall.

Tags: Clash-Media, contextual ads, contextual targeting, online advertising, Trigga