Oxfam is launching an online campaign this week in a renewed effort
to generate more awareness of its internet activities and encourage more
people to get involved with its events through the web.
Creative for the advertising campaign is being handled in-house by
Oxfam, but the charity is using the cost-per-click online ad network
ValueClick to distribute what will be a banner advertising campaign.
ValueClick uses a performance-based model of online advertising, which
means that advertisers only pay for banners that generate a response
from web users.
The campaign is designed to drive traffic to oxfam.org.uk, and the
charity has signed a year-long contract with the network.
Valueclick has more than 4,500 sites on its network, and has guaranteed
to deliver more than 60,000 visitors to the Oxfam website over that
John Wood, the web producer at Oxfam UK, said: "To date, any online
advertising we have done has been through the donation of space from
media owners, for example, when we ran our emergency appeal for the
Indian earthquake at the beginning of last year."
Oxfam.org.uk was launched in 1996. Wood said: "We have seen over the
past few years that our supporters want to have a relationship with us
online. Our agreement with ValueClick guarantees the delivery of a
certain amount of people to the online promotions we run."
The campaign will include a number of different creative executions, and
Wood stressed that it will aim to raise awareness of all of Oxfam's