The ads, which are contained in what the companies call a Real Market bar,
can be served across sites in Real Media’s network just as a banner ad is
served. The bar contains four different ads, and when the user clicks on
one, they go through to the advertiser’s site. A smaller window also pops
up that prompts the user to enter their e-mail address so their beenz
account can be credited, or it prompts them to become a beenz member.
The new model combines elements of an ad network with others of
points-driven loyalty programs. The companies appear to be going after
advertisers in the e-commerce arena, especially those that want to reach
Internet users with special promotional offers.
“This program is not just about driving traffic to a merchant,” says Joel
Crawford, media services manager at Real Media. “It is about working
alongside them to create bars with incentives that focus on stimulating
So far, the ad model has been used in the U.K., where Aucland, Gameplay and ONETEL have advertised. All reported a
rise in their click-through rate and Real Media witnessed a 250 percent
increase in the average response rate over what it got with a Real Market
bar without the incentives.
Real Media didn’t disclose how it would price this new ad offering.