The annual event, held this evening at the Grosvenor Hotel in London, demonstrates and promotes the quality of new media usage in the UK.
The media category is open to entries from both the online arms of traditional publishers and pure-play interactive operations. The main revenue streams of projects entered should be advertising, sponsorship or subscription. Grapeshot’s entry demonstrated how targeted advertising can lead to improved results for both advertisers and sites.
Grapeshot delivered targeted advertising to a new ‘Related Media’ ad unit on Incisive Media’s IFAOnline site. This unit allowed advertisers to show prime content that is usually hosted on their website.
As this is prime advertising space, it was key to match the ads with the right content. Grapeshot places the advertising in the perfect context for the user pairing it to the article on the page. The product was a hit with Incisive Media, winning them 41 more advertisers, without any need for marketing or PR.
John Snyder, CEO at Grapeshot, said, “Being highly commended is a great result and testament to the power of Grapeshot’s leading-edge technology. Developed at Cambridge University it delivers advertising that is relevant to what consumers are thinking about at that moment, without any need to track them to other sites. The results are better click through rates, greater revenues for publishers and sales for advertisers.”
