Change online ad copy on the fly

A new ad format launched last month by Thestar.com (in partnership with Whitelabel Technology Solutions, of Toronto) is allowing advertisers to change Flash creative and copy online without having to rework or build an entirely new banner ad.

A new ad format launched last month by Thestar.com (in partnership with Whitelabel Technology Solutions, of Toronto) is allowing advertisers to change Flash creative and copy online without having to rework or build an entirely new banner ad.

The technology, called AlterAd, brings a content management solution to banner advertising, providing a real-time environment to test messages and change them if necessary (ideal for businesses whose product offerings/prices change frequently), as well as track consumer response to the change. Hewlett Packard Canada is the first Toronto Star client to trial the XML-based technology in its ‘Trade In, Trade Up’ campaign. No results have been released.