Sponsorship Campaign Effectiveness

Sponsorships outperform traditional ad units in brand awareness and brand favourability. They get slightly better results in purchase intent (Dynamic Logic).

Brand Awareness:	5.2% (sponsorship)	vs.	3.8% (traditional units)
Brand Favourability:	3.6% (sponsorship)	vs.	2.4% (traditional units)
Purchase Intent:	2.5% (sponsorship)	vs.	2.4% (traditional units)

Web Page Sponsorships

Various types of publishers offer different types of sponsorships. For instance, the ClickZ Network, an emarketing news publication, sells exclusive sponsorship opportunities for its numerous content threads. A content thread contains articles on a specific marketing category such as Email Marketing or Search Engine Marketing, etc. This type of advertising gives the sponsor exclusive rights to place advertisements on all articles published within that thread.

Currently, ClickZ’s ROI Marketing thread is sponsored by Web Trends, a web analytics provider. You will note that the subject matter of the columns published in that thread is extremely relevant to Web Trends products. Also note that the sponsor’s ads are very prominent. It is a fantastic branding opportunity that can also yield direct response for the brands that can afford it.

Ad Positioning

Because click-through rates (CTR) for white papers, application notes, demos and similar content can be five times higher (1% to 2%) than banner ad CTRs (0.2% to 0.4%), some sites suggest that sponsors use various banner positions on the site to encourage these promotional offerings, which can also include workshops, seminars, tutorials, datasheets and webcasts.