Mercury Center Launches New Ad Campaign
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Billings were not disclosed.
The campaign, which runs through the middle of December, features two separate executions.
The first, "Get Today's Story Now," presents the latest Silicon Valley news headlines scrolling through a banner ad that allows the reader to link directly to the corresponding story on Mercury Center, a product of the San Jose Mercury News. These banners use iFly technology developed by Darwin Digital.
"Since we went free earlier this year our readership has been growing steadily and we are using this campaign to consolidate those gains among our target, tech-literate audience," said Doug Edwards, brand group manager, online products at the San Jose Mercury News. "We have designed the ads to be compelling, direct and informative--just like Mercury Center itself."
"We are using the technology strategically, to reinforce Mercury Center's positioning and appeal to its target audience," said Teresa Julian, general manager of Darwin Digital San Francisco. "Mercury Center's typical reader is surrounded by, and very familiar with, technology. These two campaigns not only serve to direct the reader to Mercury Center but also play to that sophistication by saying, 'we know you're an insider so here's some news you'll appreciate delivered in a way you'll enjoy'."