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BizReport : Advertising : October 16, 2012


Infolinks release to curtail banner blindness?

While online display ad spending is forecast to grow over the coming year, there is still a problem with the segment: many shoppers don't 'see' display ads. Because of the proliferation of banners and other, more static ad features, these consumers have become blinded to display and that is hurting advertiser ROI. A new suite of tools from Infolinks is set up to help advertisers fight ad blindness.

by Kristina Knight

Called In3 , the tools are based on real time information and a CPC basis to help maximize campaign ROI. Rather than offering a static location for an ad, the suite of tools allows the placement of ads in 'unexpected but sensible' website locations. The suite includes four new ad units:

• InFrame, which uses previously un-monitized margin space; these ads remain in place even if the visitor scrolls down a page
• InSearch ads are overlays presented to a visitor who clicks through to a site via a search engine query; the ads are relevant to the query
• InTag identifies relevant keywords and displays them in a tag cloud on a publisher's site
• InText uses highlighting to identify keywords within a website's text and offers clickable links so the visitor can receive more information

"As a site that sees six million unique visitors per month, Investopedia was seeking an additional revenue source for our organic search traffic, which we rely heavily upon," said Mark Ly, VP of Operations and Technology, Investopedia.com, a ValueClick company. "Incorporating Infolinks into our website was extremely easy and requires very little maintenance. The ads are very engaging and tailored to a particular visitor's intent at that very moment. We were able to boost our eCPMs from that location by 100% since implementing Infolinks and would strongly recommend it to other website publishers."

Investopedia was an early adopter of the suite.

Tags: banner advertising, IN3, Infolinks, online advertising, website monetization










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