As the efficacy of online banner ads declines, marketers are looking for new ways to make their ads stand out. Birmingham, AL-based PopBuy.com thinks it has found a new way to cut through the clutter-or add to it, depending on your point of view.
PopBuy.com, an online shopping portal, is offering 5-second audio commercials to the primary sponsor of each section of its site. “Advertisers have come to find that many online consumers just ignore banner ads,” said Rick D’Andrea, PopBuy.com president and CEO. “Banners are great for branding but when the same message is delivered with sound, it cuts through the clutter and gets through to the consumer. Unlike the passive nature of banner ads, targeted audio spots can also prompt shoppers to take some sort of immediate action.”
PopBuy.com will launch an audio sweepstakes on Aug. 15 to demonstrate the power of audio advertising on the web. “Every Monday, Wednesday and Friday, from noon until 12:30 Eastern Time, online consumers will hear certain prize offerings replace the existing audio ads on select shopping channels,” D’Andrea said. “The first person to e-mail PopBuy.com with the correct prize information (prize description, dollar amount and retail merchant name) will immediately win what they heard.”
D’Andrea says the audio ads can be used a number of ways. For instance, they could call attention to a banner ad, be used to run a brief sale, or to call attention to offline ad campaigns.