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MyCareer OTP Advertising

Posted By: Thomas Shaw, 8:26pm Monday 15 June 2009

It looks like MyCareer has followed in the footsteps of sister sites including The Age and SMH in implementing OTP Advertising. Last month, Fairfax Digital Media slashed advertising rates across all publications in a recent stimulus offer.

Over the Page (OTP) Advertising works by loading an overlay over the website when the website is fully loaded. Typically the over the page advertising usually plays for between 10-15 seconds, then disappears, reverting to the usual website.

Over the Page Advertising is usually capped to one play per day or even on play per week so viewers aren�t distracted from the content they are visiting the website for. A good strategy can be to run sequential advertising on the site after the over the page advertising has loaded. This way, when a user is finished on the site they have the ability to easily click on the similarly branded advertising they originally viewed.

The key with Over the Page Advertising and any sort of online advertising is the creative. The advertising needs to quickly get the message across and when necessary drive people to click on the adverts. Most Over the Page Advertising uses some form of rich media either, audio, animation, video or more to get the message across. Over the Page Advertising works because it has a high level of audience engagement as well as reach which is what most advertisers want from their campaigns.

Because of their much higher level of engagement, reach and capping restrictions, Over the Page Advertising are priced much higher than usual CPM rates associated with a media buy.

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Article URL: http://www.recruitmentdirectory.com.au/Blog/mycareer-otp-advertising-a207.html

Article Tags: rate card mycareer fairfax over the page advertising otp over the page

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kellymagowan (5:32pm Tuesday 23 June 2009)

Interesting post, I am still not sure how I feel about OTP advertising as it is often rather intrusive.

Thomas Shaw (9:49pm Tuesday 23 June 2009)

I think it is currently being over used on the news sites.

Every time I visit News/The Age I am presented with a massive advert. You can never find the "close button" and if you click outside the image map you are redirected to the advertisers website.

This type of intrusive advertising is a high $$ revenue earner - but at what cost to your user base!!!