Media News - Thursday, February 12, 2009
UK: Regional newspaper publisher sells web ads by the hour
The Midland News Association is experimenting with an alternative to
CPM-based online advertising - and has begun selling web display ads by
the hour. The publisher - which owns Britain's biggest regional daily, the
Wolverhampton Express and Star - has teamed up with a Scandinavian
company, Adicate for the project. The 'time ads' allow advertisers to create campaigns on the fly and
select the time of the day and days of the week they would like their ad
to appear. MNA new media marketing manager William Beavis said prices started at GBP 2
for a dedicated slot on the website for an hour. 'Imagine you own a restaurant, and you know that Tuesday lunchtimes and
Thursday evenings are often your quietest times of the week,' he said.
'By booking an ad on expressandstar.com to appear between 10am and 12pm
on Tuesdays and 4pm and 6pm on Thursdays, you can now reach an audience
with a special offer at a time when they are beginning to think about
what they will be having for lunch or dinner that same day.' (Press Gazette)
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