Ad Recession Brings on the Belly Fat
Sites Stop Fighting Those Ubiquitous Direct-Response Ads as Publishers Reluctant to Forego Revenue
…New Jersey-based ad network AdBlade is placing some belly-fat ads, including smaller placements on MSNBC, but CEO Ash Nashed said he turns away about 60% of the belly-fat ads out there, including those with forced upsells in the fine print and those where a person doesn’t answer the toll-free number. “They do perform well; a lot of people click on those ads, quite frankly,” he said.
And it’s not just belly fat. Direct-response ads of all kinds, such as those for lowering bills, avoiding computer viruses and checking credit scores, are flooding into unsold ad inventory. Windows that open underneath a page — the so-called pop-unders of the late ’90s — are making a comeback, and ad execs say they’re seeing more in-text ads from the likes of Vibrant Media and Kontera as publishers attempt to squeeze incremental dollars from each page…
Web Publishers Find It Harder to Say No to ‘Belly Fat’ Ads - Advertising Age - Digital
Sawickipedia: What’s amazing is that brands are creating direct response branded ads. There’s a lot of inventory out there right now for the taking. The Brands that figure out performance are going to have huge advantages as the world grows out of the current recession.
