News: Respond partners with TradeDoubler to solve the problem of falling click-through rates

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We’re delighted to announce that Respond has entered into an exclusive partnership with TradeDoubler, the number one pan-European digital performance marketing company, to provide online publishers with simple means of further increasing revenues. Here’s an extract from the press release:

Respond solves the problem of ‘banner blindness’ and falling ad click-through rates by matching contextual call to action buttons with relevant content on the web. The company’s unique algorithm has already attracted a wealth of advertisers, which is now set to increase with the TradeDoubler partnership.

The partnership enables TradeDoubler’s advertisers to display their offers exclusively through Respond’s generated buttons, giving them a new way to reach relevant users and increase conversions. In addition, TradeDoubler’s publishers will also be offered this option to further monetise their existing sites.

Guy Cookson, Co-Founder and Director of Respond, commented, “We created Respond to solve the problem of falling click-through rates. Respond works by dynamically matching relevant call to action buttons to publishers’ content. It’s a simple way for publishers to earn extra revenue, as Respond is easy to integrate and works on almost any website. TradeDoubler is the ideal partner for us as they work with a diverse range of leading brands and quality publishers across many different industry sectors.

We share a passion for using innovative technology to solve problems for our clients, and look forward to working closely together to generate more conversions for advertisers and revenue for publishers.”

Sanjit Atwal, TradeDoubler’s Network Director, North West Europe, said “As the affiliate model grows it’s important that networks continue to look for new technologies that enable publishers to monetise their content. This has traditionally had its challenges when looking at content sites and blogs. Editors want to ensure they retain the integrity of their sites however recognise the need to earn revenue through advertising.

Respond addresses this need through intelligent technology with an understanding of consumer habits. We are very excited by the opportunity Respond presents for TradeDoubler merchants, publishers and agencies. This agreement is a commitment from both parties to fully ensure the Respond technology gets as much traction in the market as possible and we at TradeDoubler are looking forward to increased performance through the channel.”

Headquartered in Stockholm, Sweden, TradeDoubler operates across 18 countries in Europe, with a network of more than 128,000 website publishers and over 1,800 advertisers including Apple Store, Dell, TeliaSonera and Kelkoo. TradeDoubler is listed on Nasdaq OMX Stockholm Exchange.You need javascript enabled to use Respond

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via blog.respondhq.com

A selection of our current advertisers… | Respond Blog | Azullo

Publishers can sign-up for Respond in minutes to get relevant call-to-action buttons placed against their content – and to get paid for every conversion. Contact us to learn more.

via blog.respondhq.com

Getting noticed by fitting in | Guy Cookson , Respond Blog | Azullo

At high school one certain way to get noticed is to dress differently. To dye your hair a crazy colour, or to get a facial piercing, or a prominent tattoo.


Online, for as long as I remember, advertisers have followed the same principle. To get noticed they’ve animated ads, made them expand unexpectedly across the screen, added animation, video, and sound.

So it seems counterintuitive to say that approach is wrong. After all, surely the louder you are, the greater the impact you’ll make?
But here’s a funny thing. All the evidence suggests that making ads stand out has the complete opposite effect to the one intended. In short: making ads easy to spot makes them easy to ignore.
Here’s the master of usability, Jakob Nielsen, on why rich media ads in standard formats are failing in one short and devastating statement: “Users almost never look at anything that looks like an advertisement.”
This isn’t just opinion, it’s based on years of extensive eye-tracking research.Why? Well, the simple fact is people are usually visiting a page to view the publisher’s content. They know what they want, and they know how to find it. The brain is a sophisticated instrument. Ads that announce themselves to the world are discounted, just like air conditioning systems get screened out as background noise. People know what content looks like, and they know what ads look like.

Respond solves the problem of 'banner blindness' and falling click-through rates / Respond

Respond solves the problem of 'banner blindness' and falling click-through rates by using buttons instead of banners, and by making it possible to engage with advertisers without leaving the page.

When you click the button a campaign is displayed as an overlay on the page, from which you can view a video, register for a service, or even make a purchase - all without leaving the page. Respond uses contextual call to action buttons placed under relevant articles across a network of publishers. A car review, for example, may have a 'Book Test Drive' button for BMW.

Here's an example campaign for uSwitch: http://www.respondhq.com/clients/uswitch