70,000+ Visitor FIAC Exposition Runs Synced Banners on New York Times Web Site

We first covered FIAC after we visited this major international art exposition at the historic Grand Palais in Paris a few years ago.

As the 2014 edition is coming up next month, we highlight one aspect of their marketing campaign that caught our attention.

FIAC is running a “synced banner” execution (also referred to as tandem or companion ads) on nytimes.com, which integrates two premium placement ad units (728 x 90 and 300 x 250) served at the same time in close proximity to one another on the same page.  See screen shot.

If you are looking for new ways to differentiate online and increase awareness and engagement, consider expanding your creative asset mix to include synced ads.  We have found the creative canvass provided by synchronized executions to be especially beneficial for our clients’ exhibitions and events in the visual arts space.

These online ad combos enable you to…

(1) Achieve high share-of-voice (SOV) on a web page by controlling the major above-the-fold ad placements that a visitor sees.

(2) Run copy that reads across both ad units, which not only provides more screen real estate for your message but also a visually engaging delivery.

(3) Synchronize rich media/animation so the two ad units interact with one another, which can result in very eye-catching creative.

As you might expect, these high-impact ad units come at a price, especially when running against premium ad inventory like nytimes.com “art & design”, so when deploying synced banners, make sure you sufficiently invest in creative to leverage the media spend.

Image: Photo taken by Encore, Oct. 2012

Posted on September 18, 2014