The Guardian and Volvo have initiated the trial of a real-time display advertising marketing campaign designed to help the Swedish car-makers ads feature on the publication's most-viewed articles.
The deal, which was brokered by Mindshare, will promote the Volvo V40 as part of Volvo’s wider marketing activity for the car. The campaign will use real-time analytic tools to detect prime ad real-estate on the Guardian website by identifying which stories are surging aross its environment, life & style, motoring and technology supplements.
Once identified V40 ads will then appear across all the ad formats on the page - including billboards, mid-page interstitials and mobile banners.
Nick Hewat, commercial director of Guardian News and Media, said: “This is a dynamic campaign that shows that the Guardian is blazing a trail for digital ad innovation.
“By identifying the most popular stories before they peak, we are able to truly maximise both the effectiveness of the ad and the value of our inventory.”
Amy Lees, campaigns manager at Volvo Car UK, added: “The real time analytic offering from the Guardian has enabled our media to be bought more efficiently.
“Not only is the activity effective in monetary value but the technology enables us to take full ownership of a chosen subject be it sport or tech that affiliate strongly with our target audience.”
The campaign will run across all of the Guardian’s digital channels.