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Sponsorship



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sponsorship

Definition

Advertising that seeks to establish a deeper association and integration between an advertiser and a publisher, often involving coordinated beyond-the-banner placements.

Information

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.

Ads

Online Advertising Handbook
Examples on how to increase rich media CTRs by up to 132%
Examples on how to improve the effectiveness of your ads up to 219%
116 tables and charts
30 creative samples

Landing Page Handbook
Real case studies showing up to 55% conversion rate increase
Research data, comparison stats & case studies
114 landing page samples
54 stat and data charts

Synonyms

n/a

Related Terms

advertising network, rep firm

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Articles

Sponsorships: The Pathway to Clicks
ClickZ (March 28, 2002)

Online Advertising Glossary: Sponsorships
ClickZ (May 15, 2000)

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