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21 September 2005

BBC Using Contextual Ad Headlines in RSS Feeds

According to Brian Morrissey of Adweek the BBC is launching a marketing campaign that streams headlines into RSS banner ads. The campaign will focus on the, Washington Post and various entertainment sites which will incorporate contextual BBC headlines as ad units.
Alan Booth controller of marketing at the BBC is quoted in Adweek as saying "Simply having a good message isn't good enough. We feel they're more likely to click through on headlines than if we just had a great slogan or piece of creative."
Gavin Marshall of Agency Republic who is running the BBC account is quoted as saying " already receives 50 percent of its visitors from the United States, with potential for growing that audience, particularly with foreign affairs at the top of the national agenda."
(Story via Micropersuasion)


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