By: Staff Reports New Advertising Format Attracts Bell Canada
The latest experiment in online advertising comes from The Toronto Star,
where Thestar.com has added a "Tip of the Day" feature.
"Tip of the Day," located in the top right-hand corner of pages in the Business
and Weekly sections, allows advertisers to give snapshot advice or information
about their products and services to users who click on the "Tip" via a pop-up
window. Bell Canada's High Speed Edition is the first advertiser to select this
format for a four-week campaign.
"Thestar.com is responding to online advertiser frustrations by offering them a
fresh way to reach their audiences," said Bruce Annan, president of electronic
media at Torstar Media Group. "Tip of the Day uses co-branding, co-integration,
and optimizes the medium for flexible, creative, quick results for exiting or
test marketing environments."
Copyright 2001, Editor & Publisher.
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