Ad network L90,
structured a strategic alignment and marketing deal between start-up vTrails and group forums enabler Delphi.com.
Under terms of the agreement, Delphi.com will offer vTrails’ TourBar
product to its more than 2.5 community members through co-branding and
marketing initiatives, including banner ads placed throughout the site
and
its forums.
TourBar allows Internet users to lead and participate in guided tours
of
the Web.
The campaign is aimed at Delphi.com users and encourages them to use
vTrails’ technology to join, lead and participate in real-time, guided
tours
of the Web. Delphi.com also will incorporate features of TourBar on its
Web
site, including a co-branded tool bar for group surfing and discussion.
L90, which brokered the arrangement on behalf of its client vTrails,
will
serve, track and optimize banner ads promoting the deal on Delphi.com.
Company executives said the deal makes sense in that vTrails’
community
tour program serves the same type of audience as Delphi.com’s online
discussion forums.
“Delphi.com is all about shared experiences,” said Delphi.com president
Russell Williams.
“The ability to create tours and teach other participants about specific topics is a perfect way to tap the
enthusiasm of Delphi.com members. TourBar is an ideal partner for Delphi.com, and we are thrilled that
L90 has enabled us to form this unique technology and marketing relationship.”
Executives said the deal typifies a trend in designing and providing
marketing and branding programs beyond Web banner ads alone.
“Banner ads are effective online advertising tools, but limited,”
said
L90 president and chief executive officer John Bohan.
“This integrated
sponsorship is yet another example of L90’s cutting-edge, comprehensive
marketing campaigns.”