Trinity Mirror rolls out call to action online ads

Trinity Mirror has added Respond's contextual call to action ads to its national portfolio of digital sites, following a successful trial on the Manchester Evening News.

MEN: rolls out call to action online ads
MEN: rolls out call to action online ads

Respond's ads display a contextual call to action button in the white space above and below content, so visitors have a better way to discover and engage with relevant advertisers.

For example, someone reading an article about a weekend in New York might see a button that says "Book flights from London", above and below the content around where the Facebook Like button is displayed.

Trinity Mirror's portfolio includes the Daily Record, Birmingham Mail, Liverpool Echo, and Wales Online.

Guy Cookson, co-founder of Respond, said: "We are really excited to be working with Trinity Mirror.

"Iconic brands such as Manchester Evening News, Birmingham Post and the Daily Record provide the perfect mix of rich content and an engaged audience for the Respond call to action button to be highly effective."

Respond launched in 2011 to solve the problem of "banner blindness" after eye-tracking studies revealed most people ignore online ads.

It offers an alternative to interruptive ad formats that spoil user experience.

In April 2012 Azullo, the company behind Respond, appointed Tim Brooks, the former managing director of Guardian News & Media, as chairman.

Brooks is currently teaching at London Business School. He is also a consultant for content and advertising businesses and sits on the Government's Digital Advisory Board.

Follow Nick Batten on Twitter @NickBatten2

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

ITV's Adam Crozier: 'Work to be done' after losing out to C4 during World Cup

ITV's Adam Crozier: 'Work to be done' after losing out to C4 during World Cup

Adam Crozier, chief executive of ITV, has admitted there is "work to be done" to boost viewers after being outperformed for share of commercial impacts (SOCI) by Channel 4, despite its World Cup coverage last month.

Share
Record entries for Media Week Awards 2014: meet the judges

Record entries for Media Week Awards 2014: meet the judges

This year's Media Week Awards have attracted a record number of 563 entries from the UK's most innovative media companies.

Share
Outdoor grows 6.4% to £258.8m in Q2

Outdoor grows 6.4% to £258.8m in Q2

The UK's outdoor advertising industry returned to growth in the second quarter of 2014, propelled by transport and digital spend, according to new figures from the Outdoor Media Centre today.

Share

Get news by email