Amid steady concerns that Internet users are not clicking on banner ads, Web portal iWon yesterday debuted four new advertising products that allow advertisers to personalize their ads and embed call-to-action features in them.
The products are called iWon Click, iPersonalize, iCustomize and iAttract. The company, which developed its consumer database in part by offering visitors entry into cash sweepstakes, said two of the products — iWon Click and iPersonalize — enable advertisers to leverage its registered user base.
IWon would not reveal how many registered users it has in its database.
IWon Click allows advertisers to implement call-to-action features on the banner ads. Users can request e-mail offers, offline catalogs and additional information about the company by clicking on the appropriate link on the ad, company representatives said.
IPersonalize lets marketers use text with the registered user's name in it above the banner ad.
ICustomize allows an advertiser to set up text, links, graphics and drop-down boxes, all of which link to unique pages on the advertiser's Web site.
Finally, the iAttract product lets advertisers set up ads in which 3-D images flash in and out of the ad.
“Web sites have missed the boat as it relates to servicing advertisers and sponsors,” said Bill Daugherty, founder and co-CEO of iWon, Irvington, NY. “We're trying to create compelling products that are eye-catching for the user, but also truly work to accomplish the goals of the advertiser, whether that's brand building, direct marketing or any other segment that they may have.”