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

Election 2015: Where do people get their news?

Election 2015: Where do people get their news?

With the election almost upon us, the first in Newsworks' series of election trackers looks at where people get their news from.

Share
Judges rail against 'sexed up' work at D&AD open sessions

Judges rail against 'sexed up' work at D&AD open sessions

Judges at D&AD's open sessions in the Truman Brewery criticised the rise of video case studies in awards submissions, arguing they "sexed up" average work.

Share
Prime Mover: the priming effect of digital out-of-home revealed
[Sponsored feature]

Prime Mover: the priming effect of digital out-of-home revealed

Digital out-of-home is an exciting new medium with great scope for visual and interactive communication: but how effective is it as an advertising channel? Ocean turned to the world of neuroscience to find out

Share

Get news by email