Advertising that seeks to establish a deeper association and integration between an advertiser and a publisher, often involving coordinated beyond-the-banner placements.
Examples of sponsorships vary widely, as the whole point is to establish a more unique advertising opportunity than afforded by typical rotating advertisements. They may include several fixed ad placements, advertorials, co-branded content sections, or anything the advertiser and publisher can agree on.
Sponsorships attempt to deliver more than a “drive by” impression. Whereas much online activity is geared towards direct marketing, sponsorships add the element of brand marketing. Metrics such as CTR may be balanced with brand association, as sponsors seek to tap into the publisher’s goodwill and establish credibility in their target market.
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Sponsorships: The Pathway to Clicks
ClickZ (March 28, 2002)
Online Advertising Glossary: Sponsorships
ClickZ (May 15, 2000)