By: E&P Staff EditorsWeblog.org is reporting that British publishers are experimenting with a new kind of pop-up ad that appears when readers roll over key words in text.
The system is already used in Britain by Sky Sports, Dennis Publishing and the Daily Mirror. The Daily Telegraph and Incisive Media have also confirmed they are experimenting with the service.
U.S. titles such as The New York Times have expressed their concerns with the ethics of the new ad platform.
Managing director of Incisive Media?s digital division John Barnes said in a statement that there is no danger of compromising the editorial since they are not asking their editors to write stories with certain words in them.
Vibrant Media works with advertisers to develop a list of words and phrases relevant to their campaigns.
A Vibrant spokesman said: ?With all campaign words we ensure that there is a relevant link between the word choice and the advertiser?s campaign. For this reason we recommend that brand terms are mentioned in the advertising copy to ensure that users understand the connection.?
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