This week I’ve been researching online opportunities – other than banner ads – for a client who sells high-end outdoor shade umbrellas. I’m discovering that more and more possibilities are available. For instance:
Dedicated Emails. Well, that’s what I call them anyway. There’s no uniform terminology, but the concept is that an advertiser creates an HTML email and gives it to the owner of an email list (usually, but not always, a magazine) to deploy on their behalf. In other words, the email is dedicated to a single advertiser. After it’s sent, the list owner provides the advertiser with the email addresses of recipients who clicked on links, so the advertiser can follow up.
Product Showcase Emails. Some publications are adapting their Product Showcase or Buyers Guide magazine sections to an email format. Advertisers provide an image and brief product description, and the publication creates an email featuring several companies’ products, each in a standard format. Advertisers receive email addresses of recipients who click on their links.
Links to Content. A few publishers are joining with their advertisers to provide links to content, such as webinars, podcasts or white papers that the advertiser creates.
Finding these new programs can take some digging, but more and more are popping up all the time.
And by the way, if you’re wondering why we’re excluding banner ads from our research, click here.