CAMPAIGN-I: Virginmoney.com to back remortgaging service with net ads

Virginmoney.com launches an online advertising campaign next week

to promote its home insurance and re-mortgaging services.



The ad campaign was created by Gluemedia, and uses the tranzition ad

technology owned by Tangozebra, the online advertising technology

company.



Tranzition ads enable files to play in-between web pages. Gluemedia has

used Flash in the ads, which enables animated executions rather than

stationary images. The creative for the campaign uses 'before' and

'after' executions to dramatise the usefulness of the Virginmoney

site.



Seb Royce, the creative director at Gluemedia, said: 'The most effective

way to promote this online was to use strong, simple iconography and

animation.



In this instance we felt that traditional tranzitionals were not

suitable for what we wanted to achieve - the Flash tranzition ad

solution allows us to be a lot more flexible in our communications.'



Tranzition ads are branding rather than direct response tools. A user

cannot click-though to a site because the ads are only displayed for a

matter of seconds.



Andrew Rispoli, the account director at Gluemedia, said: 'The way we get

around that is having a tranzition ad which runs for three or four

seconds, and then the page that the user eventually lands on has a

branded click- through button on it .'



Media was planned and bought through Manning Gottlieb Media, and the ads

appear on sites including iii.co.uk.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).