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

Watch: Marks & Spencer's latest food ad

Watch: Marks & Spencer's latest food ad

Marks & Spencer is releasing a TV ad for its food range as part of a dual-pronged autumn campaign that will also push the retailer's clothes.

Share
The X Factor returns with highest launch audience since 2011

The X Factor returns with highest launch audience since 2011

The 11th UK series of 'The X Factor' launched to a peak audience of 10.6 million, the highest for three years, according to unofficial overnight figures.

Share
Former FT chief executive Rona Fairhead hired as BBC Trust chairman

Former FT chief executive Rona Fairhead hired as BBC Trust chairman

Rona Fairhead, the former chairman and chief executive of the Financial Times Group, is set to become the next BBC Trust chairman.

Share

Get news by email