Agency creates ad tool to help brands give charities online exposure

Melbourne digital agency A Bit Like This has created a tool that enables online advertisers to run messages for charities and regular brand campaigns at the same time, on the same ad.

On the new format, called Banner+Aid, a small logo of a charity – a red cross, for example – appears in one corner of a regular flash banner. When the user’s cursor moves over the logo, the brand ad is rolled back to reveal a message for the charity beneath it.

A Bit Like This advises that the additional layer does not affect the messaging, animation, click through or interaction within the original banner that was uploaded “in most cases”.

Tobie Cameron, principal at A Bit Like This, said that Banner+Aid should work for 95% of banner types. “You need to try to see what works for you,” he advised.

The extra file weight of the processed banner is around 6kb.

Advertisers and agencies to use the service so far include Whybin\TBWA\Tequila, which was also involved in its development, and Nissan.

Clemenger BBDO Melbourne and Mindshare are also in discussions with clients to roll out the tool.


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