February 2009
Newspapers are urgently in need of accountable ROI as budgets shrink with an under-performing economy.
In the United Kingdom at least, newspaper ad sales are finding a new lease of life as one company offers them a life on the Web.
Employing this solution called ‘Adicate Time Ads,’ MNA makes the first UK company to use it.
Adicate Time Ads has a successful track record in the Scandinavian publishing sector. It allows MNA advertisers to seamlessly create their own advertisements online, select the time of day and days of the week for their advertisement to appear.
After payment and approval from MNA administration, these created advertisements proceed to appear on MNA websites.
William Beavis, New Media Marketing Manager at MNA believes that advertisers will relish the chance to try out the new ad booking solution.
"For an entry point at only 2 per hour, an advertiser, no matter how small, can now see for themselves just how effective advertising on our websites can be."
MNA expects the idea of booking ads by the hour to appeal to businesses whose trade fluctuates throughout the course of the day.
William Beavis explains, "Imagine you own a restaurant, and you know that Tuesday lunchtimes and Thursday evenings are often your quietest times of the week. 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–what other solution can provide time sensitive advertising at such short notice?"
Adicate's UK Business Development Manager Gary Young says the uniqueness of Adicate's service is in providing a process where ads are created on the fly, and only charged by the hour.
"We are challenging the boundaries of online advertising within the UK publishing industry by delivering a solution that has never been seen before."
Advertisers also get their own user name and login for access to a dedicated area where they can track how many times their ad has been shown and how often a user has clicked through to their site.
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