Communications of the ACM
Web Ads Tied To News Photos Pop Up More And More
An in-image ad was tied to this National Enquirer story about Elizabeth Edwards.
NationalEnquirer.com
Just because you can do something doesn't mean, of course, that you should.
With today's technology, for instance, it's possible to give people who read the National Enquirer online a chance to actually buy a zippered-up crewneck sweater that has "the look" of the top that a cancer-stricken Elizabeth Edwards is wearing in a photo on the home page of the tabloid's website.
It’s only $36.50 at Charlotte Russe. An ad for it pops up if you scroll over the words "Get The Look!" on the photo of Edwards.
The practice is called in-image advertising and there are companies, such as Pixazza and GumGum, that specialize in helping websites earn extra money by selling merchandise related to their photographs. To these companies—and their clients—every image on the Web, including news photos, is a prime target for interactive billboard advertising.
From National Public Radio
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