Ziff Davis Enterprise Offers Expanded Ad Options for Clients
“SmartEngage” suite integrates social, editorial and product info.
In an attempt to enhance digital advertising abilities to better suit client needs, Ziff Davis developed the “SmartEngage” ad suite. The new display units can incorporate up to 16 multimedia assets into a single ad (one unit has the capability to host 6 assets on each of its four tabs). Supported assets include GIF, JPEG, Flash and video files.
The SmartAd suite houses five ad unit options, each with the ability to integrate social media feeds, white paper content, interactive content such as polls and surveys, video and other relevant product/service content. With this inclusion capability, the advertisements allow for the development of a product short list.
Like other companies offering “premium” digital advertising units, Ziff Davis Enterprise contends its new ads will promote increased reader retention and “a strong bridge from consideration to preference”. The company also offers performance metrics for user engagement in-ad.
"While the traditional model of ROI is measured in CTR, we recognize value in the user that engages with the advertisers’ content beyond a simple click. By putting all of the information a buyer needs in front of them while they are already consuming contextually relevant content, we can push them several steps further down the buying funnel (from consideration to evaluation, for example) more efficiently. ," said Anthony S. Adams, SVP of products with Ziff Davis Enterprise, tells FOLIO:. "A standard banner ad that prompts a user to ‘click to learn more’ is no longer enough to drive deep engagement. We are seeking to anticipate the users’ expectations and offer ads that not only provide value to the advertiser but to the user as well."
The five units vary in design and prominence, with options for overlay and content placement above the web page “fold”. SmartEngage is available for client use across ZDE’s network, which includes eWEEK, Baseline, CIO Insight, Channel Insider and others.
Ziff Davis Enterprise announced its all-digital conversion in the fall of 2011, with its last three print titles (Baseline, CIO Insight and eWEEK) running final hard copy issues in January.