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When is using performance networks a brand risk?

Today I was shocked to see this ad, which looks like spam and was probably created in PowerPoint, on the homepage of SMH.com.au.

Spam on the SMH Homepage

Spam on the SMH Homepage

I am guessing this has come about because Fairfax Digital has sold this space to a performance network, but either way I don’t think it is a great look for their flagship brand.

What do you think?

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Categories: Advertising, branding, Digital Marketing

Author:Chris Maloney

Chris is a multi-channel marketing strategist and one of Australia's most awarded young marketers.

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2 Comments on “When is using performance networks a brand risk?”

  1. Trent Sutton
    May 15, 2011 at 3:57 pm #

    Ironic that it would referred to as a ‘performance network’ when those sort of ads appear online. Seems like their sub-editors isn’t the only thing Fairfax have cut lately….

  2. May 15, 2011 at 5:36 pm #

    Yeah Trent in this case it is definitely a performance network for the advertiser…not for the media partner. I think Fairfax is struggling just like all news companies as more people shift from paper to free online content…but I don’t this is the best way for their brand to raise revenue.

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