Food Advertising

Beyond the Banner

Beyond the Banner

Various Beyond the Banner options with Gourmet Ads

Nearly every RFP (request for proposal) we’ve seen for digital advertising this year has mentioned the phrase “Beyond the Banner” or some sort of related comment like “we’re looking for something further than just regular display advertising”. Why? Because advertisers (and advertising agencies) know that these sorts of campaigns build branding and driving purchase intent.

Recent increases in bandwidth as well as technology developments in Flash and Silverlight have meant that there is no excuse for not using rich media as a standard inclusion for the every campaign. Now advertisers can use creative assets such as streaming video to get the message across. All of a sudden internet looks far more attractive than compared to TV. For the first time advertisers can run a video advertisement (for longer than 30 seconds) like that would have on TV and then engage with them right then and there. Have them go to your website, purchase a product, signup for a newsletter, follow them on Twitter.

So what options does Gourmet Ads typically include on a digital media plan for clients? Each and every digital media plan is different. We’ll take a look at the target audience, how they want to communicate with the client and the ultimate aim for the campaign.

Beyond the Banner activity we would recommend to a client;

  • Interstitial Advertising
  • Background Advertising
  • Video Advertising
  • Over the Page Advertising
  • Site Sponsorship
  • Expanding video ad units
  • Push Down Expandables

Gourmet Ads isn’t a creative house, but providing you can supply us with your existing creative (even offline creative) we will have them redeveloped into rich media for your Beyond the Banner campaign. We work with leading developers in the US to develop all the assets for your campaign.

Finally, apart from the Beyond the Banner elements, we always include regular display on our digital media plans. ie 728×90 (leaderboard), 300×250 (MREC or Island) and 160×600 (skyscrapers). This is because as good as the rich media beyond the banner activity is, the display ads which are closely surrounding them or viewed after the fact get the clicks. Think of beyond the banner as informing and entertaining them and display which gains the engagement and fulfillment.

So if you’re looking to reach a unique audience of food and wine consumers using Beyond the Banner creative or just want to learn more about what can be done online, then contact our team for more information.


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