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An advertisers brand often becomes diluted amidst a sea of clutter, especially when a user is presented with a deluge of conflicting or competing messages. A higher impact is achieved when the advertiser’s brand becomes the dominant force on the page, as one commonly sees with homepage takeovers.
Online advertisers increasingly seek more efficient ways to control major ad placements, to synchronize content between two or more spots on a single web page and own a greater 'share of voice'.
With Mediaplex 'Tandem Ads', an advertiser’s message is synchronized among the major placements on a publisher’s page. A single ad format is typically anchored against another and served out of a single ad tag (i.e. an overlay that dissolves into an in-page ad) for a high-impact presence.
Accepted tandem formats will vary according to publishers’ own specifications and all manner of site-level customization can be handled easily in MOJO Adserver.
Benefits to Advertiser
- Multiple creative assets can be positioned within a single HTML template and served to the publisher via a single rich media ad tag. This allows a single impression count to be spread across two (or more) placements.
- Opportunity is presented to work with ad components that communicate with each other. Often in these tandem configurations, content is shifted from one ad to another either automatically or through some user-initiated action.
- Publishers are able to control the relative positioning of each creative element, in accordance with their own site specifications. This has fostered more widespread and general acceptance of the medium by publishers.
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