When goods ads turn bad

For as long as there have been web page ad servers there have been examples – both genuine and fabricated – of embarrassing editorial-to-advertising content clashes. While the problem is real enough, in the B2B market at least there's an equally obvious solution.

Is the above example genuine? No, although it's been doing the rounds for nearly two years now, which neatly sums up the problem: no brand wants to be the butt of a joke that just goes on and on...

Most clashes (and there are some hilarious examples that we can't show) occur where ads are placed next to live and breaking news stories. The process is automatic, and while reputable and major sites now use software to check content against 'negative keyword' combinations, unexpected howlers do still pop up.

The business-to-business sector is usually able to avoid the worst pitfalls due to its narrower focus. That said, we've all seen examples of news stories describing how Company X is about to lay-off workers – right next to an ad by Company X bragging about its investment in new technology. B2B websites that provide information, rather than news, neatly side-step the issue entirely.

Where it's all ads up

With an estimated 25 billion pages of content available on the World Wide Web the well-placed online advertisement can be a direct and effective short cut from a high-traffic, highly relevant website to the web page of your choosing. Market-leading websites ribacpd.com, ribaproductselector.com and theNBS.com are visited each month by over 225,000* construction industry professionals searching for information.

A choice of banner ad positions above the fold start from as little as £200 a month. Ads can be static or animated, and on ribaproductselector.com can be served on contextually relevant pages.

Email, advertorial and banner advertising packages targeting specifiers

To simplify the process, and provide even greater cost efficiencies, RIBA Insight has combined several online products into 'packages' that will create a buzz around your website or new product launch. All include links from high-traffic websites* to the URLs of your choice.

The Business Booster
Will drive traffic to your website and improve your SERPS (search engine results page) ranking. It includes three standard entries in 'select' (total three months) plus a sponsored article on theNBS.com for one month, plus a banner ad (in position 3) for one month on ribaproductselector.com, theNBS.com or ribacpd.com.

Package price £1,990 − a £505 saving.

The Product Launcher
Does 'what it says on the tin' by providing access to ribaproductselector,com, theNBS.com and ribacpd.com's combined audiences, as well as including a high-profile presence on theNBS.com Home page and three month's coverage in select.

The package includes two standard entries and one extended entry in select plus a sponsored article on theNBS.com plus a position 1 banner ad (on all three sites). Careful synchronisation of keywords with page content in your sponsored article will ensure that every specifier can find your product.

Package price only £2,990 − a £815 saving.

* ribaproductselector.com attracts 221,186 (ABCe) unique visitors every month; theNBS.com 52,314 (ABCe)

 

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