"The approach is, after one week online, up to three times more efficient than traditional banner ads," says Beat Richert, partner at 2B Interactive, a Montreal-based digital agency.
Cyber ads appear in the white space on the right side of Web pages, and then stick on the page as the user scrolls down. The scrolling Cyber Post-it ad form was developed recently by 2B to take advantage of the empty space that appears on about 85% of computer screens.
2B was mandated by PALM Publicite Marketing to set up a promotional microsite for the first online campaign of its client, the Concessionnaires de Volkswagen du Quebec, and to develop an ad campaign to drive traffic on the Web site.
When readers click on the Post-its, they are taken to the microsite where they learn of various Volkswagen models and current price offers from Quebec Volkswagen dealers.
The Cyber Post-its have also appeared in a variety of newspaper, travel, automobile and entertainment sites.
Copyright August 1999, Crain Communications Inc.