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Groupon Ad Offers Giant-Sized Context

01/31/2011
Groupon (advertiser) ad on dictionary.com

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Macaroni and cheese—is it the color, texture, or shape that makes its so tasty and delightful. Whichever you choose, it’s safe to say that this classic meal is a context unto itself. That’s why I was so delighted to see this contextual online ad on dictionary.com

This online ad serves up everything you’d want in classic, direct-response print advertising.

It’s heaping with AIDA:

Attention

  • The headline promises a major benefit—savings. How delightful to see it cast in the purple prose that only a wordophile could appreciate.

Interest/Engagement

  • Your eye actually goes first to the subhead that goes right to work with a high-carb message of savings. You also have to love the imperative voice that calls out: Respond and save.
  • If that isn’t enough, you’re promised an immediate benefit, convenience. You can save locally and

Desire/Enhancement

  • See the button box lower left—immediately!
  • Notice how the button box is saturated with orange that draws your eyes to the shadows and crispy cheese crust…

Action

  • Groupon, the ad sponsor. Then you realize that the ad is a landing page to a new context of savings.
An eye-tracking Heatmap showing where a subjec...

Image via Wikipedia

Compliments to the advertiser who makes excellent use of every available space in a cross-stitch of conversation. Your eye is drawn to ever corner of the ad; as you scan from one corner to the next, you can’t not see the cheese. See the circle in a square effect of the visual set within the text?

So with your mouth watering—is it for savings, experience, or mac and cheese (no matter)—every resistance is worn down; every incentive is primed. So naturally, you click through to the real context, groupon.com

Placement

Yes, by the way, the ad appears on the upper right of the dictionary.com home page. So it’s hard not to miss, based on traditional eye-tracking studies.

What’s your experience of creating contextual ads?

Is creating contextual advertising worth the investment in terms of delivering customers and increasing ROI? Please post your comments here, bookmark this article, or share with a colleague.

This post will be archived with other reviews of advertising in my Clutterbox.

Next review: Direct mail from Vietnam Veterans of America.

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