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Advertising Links Dropped by Forbes
It may be read as the first move against mixing advertising with content; Forbes has withdrawn some use of Vibrant Media's IntelliTxt. "IntelliTxt" is a paid link inserted in articles, which is easily confused with links leading to bona fide "additional information." A double underline is the only clue that an IntelliTxt ad is a different type of link.
I wrote about IntelliTxt back in May: "This placement of advertising links in news stories will start by delivering huge click-through rates."
What's linked below takes you to an article that states: "Vibrant Media boasts that IntelliTxt has response rates 24 times that of banner ads and outperformed Google AdSense listings relegated to banner placements. Stevenson said IntelliTxt links garner click-through rates of 1.4 percent to 3 percent."
The reason - although Vibrant Media won't tell you - is "...because users will
be confused, not looking for advertising" (also written here in May).
When a consumer has to guess whether something is an ad or relevant info, the media in question pays with credibility.
Related Article:
DM News
11:05 12/6/2004
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