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BizReport : Advertising archives : May 26, 2010

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

This week Clash-Media, a global lead generation hub, acquired Trigga, an engagement/targeting technology which should give marketers access to more in-market consumers. The entertainment news and lifestyle segments of the online content world are growing quickly as more consumers log on rather than wait for their favorite televised entertainment shows to air. The addition of Trigga to Clash-Media's stable should give marketers more insight into this marketplace.

by Kristina Knight

clashmedia.gifTrigga'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

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