CAMPAIGN-I: BA uses new web ad technology to drive user response rates

British Airways is launching an online campaign using new rich media advertising technology developed by the online advertising solutions provider Real Media and the web software company Tangozebra.

British Airways is launching an online campaign using new rich

media advertising technology developed by the online advertising

solutions provider Real Media and the web software company

Tangozebra.



The non-response ads promise to improve response rates for online

advertising and deliver a more attractive and intrusive brand

message.



The transition ads use rich media and run in between web pages: when a

user clicks to move to another web page, the ad runs while the next page

downloads. Advertisers decide which links on a web page will initiate

the ad, and it takes up the whole browser for those few seconds.



Joel Crawford, the European ad services manager at Real Media, helped to

develop the technology. He said: ’The first ad is great for grabbing the

attention of users because it is a bit more intrusive. Then you go

through to the next page where we deliver a banner ad or button which

takes the branding further.



’Sold as part of a banner package, we believe this is going to push up

response rates for online advertising.’



The BA campaign launches this week, and both Orange and BMW are

understood to be interested.