There are a number of high profile websites and portals that enjoy a large and loyal audience. These sites are continually refreshing their content to keep it compelling, up to date and original so users return again and again.

Often this content is accessed by links through to specific lifestyle and entertainment microsites that are designed to offer in-depth coverage of more specialist topics. These areas attract large and niche audiences alike which opens up many sponsorship and promotional opportunities for advertisers.

Sponsorship

Sponsorship of, say, a sports section or music event can help brands to raise awareness and create a ‘buzz’ around their product. This can encourage dwell-time with the product or service and when coupled with a promotion, can be an ideal means of data capture.

Integrated with an offline campaign, sponsorship is a way of extending and complementing the consumer’s ‘touchpoints’ with a brand. For example you might read a football update through your ISP’s portal that is sponsored by a brand you have seen throughout the day across different media. Offline media can also be used to actively drive people to the sponsored site which can act as a ‘shopfront’ for the brand and allows potential customers to spend more time interacting with it.

Tenancies

Tenancies are a more long-term strategic option for an advertiser whereby they occupy or ‘rent’ an area of another website- usually an online publisher with related content to their business. The advertiser in effect becomes a ‘tenant’ of the media owner and agrees to them receiving commission on any revenue generated from this space. The user’s experience is enhanced as they are given quick access to related content or services. For example, the content for the dating area of a portal is provided by a well-known online dating service.