Resurrecting Transitional Ads

by Andreas Roell, CEO Geary Interactive

Search engine marketing principles show us that landing page content should be a contextual extension of the ad. The same goes for transitional ads. Otherwise, the ad in between pages will seem overtly abrupt, noticeable, and unwanted. Advertisers could also use this technique to present their message as a sponsorship of sorts. For example, an advertisement could incorporate the headline of upcoming pages, then “proudly present” it to users.

Once users reach their intended page, marketers should display an additional advertisement. This has proven effective for both building brand awareness and driving click-through conversions. The actual transitional video ad should lead into the ad on the linked page. This way, users are more likely to notice the ad on the next page.

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Article published by ClickZ on February 5, 2008