By: E&P Staff NewspaperDirect Inc., Vancouver, B.C., is launching Adget, a rich-media online advertising widget platform for newspapers and magazines that use NewspaperDirect SmartEdition technology for their digital editions. Adget makes online advertising more effective for local businesses, which may already advertise in print media but have been reluctant to pay for online advertising owing to its out-of-market scope and the challenge of converting cost-per-click leads into local customers.
Adget embeds "cost-per-action" advertising into a digital newspaper. Adget-enhanced ads can contain an embedded video, audio file or graphic to promote special offers from local merchants. Within the Adget, buttons or links allow a reader to transact with the advertiser. For example, a furniture store could invite the reader to order a printed catalogue, a local restaurant could accept dinner reservations, or a local car dealer could invite sign-ups for a test drive at the reader's convenience.
Adget was designed for simplicity, security and speed. Because the reader is already registered with the newspaper, on-file personal data can be used to auto-fill forms in the Adget to speed and simplify the transaction. The reader can also edit personal information before committing to any interaction.
"The entire transaction takes place within the Adget, which is itself integrated with the digital newspaper page. Readers can therefore interact with local advertisers without leaving the newspaper," NewspaperDirect CEO Alexander Kroogman aid in announcing Adget.
"We have been actively piloting Adget in our digital editions, and the feedback from our advertisers has been great," Quin Millar, Director, Newspaper Sales, Automotive, Travel & Tourism and Media Entertainment of CanWest Mediaworks Publications Inc., said in a statement. Canada's largest newspaper publisher, CanWest is the first to implement the technology in its 11 digital editions.
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