Garcia Media: Learning from online adverts to add "silent ads" to print
Posted by Alisa Zykova on July 15, 2008 at 1:20 PM
Previously thought to be separate from each other, advertising and editorial content are now finding common ground, Garcia Media reported. Newspaper web sites have created "silent ads" that are subtler and seem to blend in better with articles.
Essentially, "silent ads" are those that are positioned in the center of summaries, navigational features and briefs columns. In this way, the ads have a better chance of being noticed because these areas tend to have heavier traffic.
These ads usually feature only a brand's logo, without any message or text. On the web, there is a link, whereas in print "it is a matter of recognition", Garcia Media wrote.
Garcia Media mentioned the best ways to use the "silent ads" are:
-In vertical columns that make use of "finger reading" (e.g. navigational units)
-Between elements, avoiding the very top or bottom
-Using ads smaller than 1.5 inches
Although the ads are popular in Europe and Asia, the US hasn't quite caught up with the trend yet.
Source: Garcia Media through IFRA Executive News Service
Essentially, "silent ads" are those that are positioned in the center of summaries, navigational features and briefs columns. In this way, the ads have a better chance of being noticed because these areas tend to have heavier traffic.These ads usually feature only a brand's logo, without any message or text. On the web, there is a link, whereas in print "it is a matter of recognition", Garcia Media wrote.
Garcia Media mentioned the best ways to use the "silent ads" are:
-In vertical columns that make use of "finger reading" (e.g. navigational units)
-Between elements, avoiding the very top or bottom
-Using ads smaller than 1.5 inches
Although the ads are popular in Europe and Asia, the US hasn't quite caught up with the trend yet.
Source: Garcia Media through IFRA Executive News Service
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![Digg](http://digg.com/submit?phase=2&&url=http%3A%2F%2Fwww.editorsweblog.org%2Fmultimedia%2F2008%2F07%2Fgarcia_media_learning_from_online_advert.php&bodytext=Previously thought to be separate from each other, advertising and editorial content are now finding common ground, <b>Garcia Media</b> reported. Newspaper web sites have created "silent ads" that are subtler and seem to blend in better with articles. <br /><br /><form contenteditable="false" mt:asset-id="643" class="mt-enclosure mt-enclosure-image" style="display: inline;"><a href="http://www.editorsweblog.org/p.png"><img alt="p.png" src="http://www.editorsweblog.org/p-thumb-400x271.png" class="mt-image-center" style="margin: 0pt auto 20px; text-align: center; display: block;" height="271" width="400" /></a></form>Essentially, "silent ads" are those that are positioned in the center of summaries, navigational features and briefs columns. In this way, the ads have a better chance of being noticed because these areas tend to have heavier traffic.<br /><br />These ads usually feature only a brand's logo, without any message or text. On the web, there is a link, whereas in print "it is a matter of recognition", Garcia Media wrote. <br /><br />Garcia Media mentioned the best ways to use the "silent ads" are:<br /><br />-In vertical columns that make use of "finger reading" (e.g. navigational units)<br />-Between elements, avoiding the very top or bottom<br />-Using ads smaller than 1.5 inches<br /><br />Although the ads are popular in Europe and Asia, the US hasn't quite caught up with the trend yet.<br /><br />Source: <a href="http://garciamedia.com/blog/articles/silent_ads_what_we_can_learn_from_online_advertising_strategies">Garcia Media</a> through IFRA Executive News Service<br /><br /> &title=<b>Garcia Media</b>: Learning from online adverts to add "silent ads" to print ){kind=link}
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