Advertising

Selling ad spots on your website as hourly time slots

I was browsing techcrunch the other day, and noticed the ad of a sponsor there, Adicate – an online advertising network with a twist.

Adicate has taken the television advertising approach to the world of online advertising – they allow publishers to sell ad-spots on their websites – by the hour.

Adicate claims to already deliver as many as 35 million impressions each day using this model.

Their pitch is also pretty convincing. An email from them that I recieved upon requesting more information states:

One of the advantages with Adicate TimeAds is that advertisers can show their ads at their own prime time. This means that a medicine company can advertise for stimulants daytime, diet pills around dinnertime and sleeping aid at night time. This also gives the advertiser the unique opportunity to stand by waiting in the advertising period and interact with the customer immediately.

Now I don’t sell medicine, but this logic can potentially be applied to many other areas. For instance, advertising a job-site just before the end of the work day, etc.

I haven’t signed up with them as an advertiser (or publisher) yet, so it is still to be seen what kind of statistics and targeting they provide to advertisers – which can be a very crucial thing with such a system.

Nonetheless, looks like an interesting new concept and worth giving a try, although I am not too certain if adicate will be able to introduce and create the CPH (Cost Per Hour) advertising metric as a standard in online media.

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© 2007 Final Tag.