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

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?


Tags: , , ,

Categories: Advertising, branding, Digital Marketing

Author:Chris Maloney

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


Follow Innovate or Die to be notified of innovator news and interviews

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.

%d bloggers like this: