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Sponsorships

Sponsorships of site features or content can also be a popular form of advertising.

Sponsorships generally provide more exposure and branding than an average banner or skyscraper ad on a website. What can be sponsored and what advertisers get for the money varies widely among sites.

Types of Sponsorships

Two somewhat common types of sponsorships are for:

• Site tools.
• Focused content sections.

It's common to see an advertiser's name displayed near a search box or other utility on a news or content website. This does not mean that the sponsor has provided any of the technology behind the search or that they've tinkered with the search results to be "sponsor-friendly." They've simply paid to be associated with this tool on the site.

For their money, the sponsor receives a fixed placement near the tool. It can also be done with a type of content, like breaking news or a topical section. The sponsor's logo will appear near the main content area of the page. Again, this does not imply that the sponsor has influenced the editorial content of this section. But its sponsorship dollars have given the company more prominent placement than the usual ad units on the page.

On some sites, section sponsorship will also entitle the advertiser to fixed placement in all of the ad units in the section. This, of course, is generally more expensive.

Why Advertisers Like Sponsorships

Like most ad products, the key to developing a good sponsorship program is to think like an advertiser. Unlike some banner and tile campaigns, advertisers who purchase sponsorships are focused more on brand association and awareness than direct response. Instead of specific click-through goals, the benefits lie in raising general awareness of the advertiser’s brand and associating it with the subject matter being sponsored or the respected name of your site.

So think about placements that will give more impact and presence on a page than a regular banner ad. Ideally, they should be as close to the main content area as you can comfortably handle and permanently placed on the page for the duration of the campaign. You'll also want to make sure – for your benefit and your advertiser’s – that you have clearly labeled the advertiser as a sponsor and identified what the advertiser is sponsoring.

Sponsored Content

When an advertiser sponsors site content or tools, it does not mean that the advertiser is influencing editorial content.

But sometimes advertisers pay for advertorials, which consist of content that is either provided by the advertiser or is specifically written to be "advertiser-friendly." For example, a home design advertorial section might include articles about kitchen remodeling, the steps involved or the choices in kitchen cabinetry, and also endorse a particular manufacturer's product line because they are sponsors of the section.

It is important to distinguish clearly between such advertorial content and other editorial areas of the site. A common practice in printed publications, and which translates well online, is a simple "Advertisement" label across the top of the page.

> READ NEXT ARTICLE: Maintaining Ethics and Standards

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