03/05/2005 - 20h42
UOL democratizes advertising on the Internet
UOL Sponsored Links, a new advertising service, allows any company or independent professional to announce on the Internet with just R$ 5 a month. The system offers formats that are unique in the world
São Paulo, May 3, 2005 - Aiming to optimize and to enhance its advertisers' exposure, and to allow small businesses and independent professionals to use the Internet as a medium to publicize, UOL has developed a unique tool: UOL Sponsored Links, which allow to create and edit on-line campaigns and to access reports on the Internet, without the need of intermediaries and for a very low cost.
UOL Sponsored Links brings specific and interactive resources that allow small, regional, or segmented-public companies, to advertise to its target public.
"We are talking of democratizing publicity, and that is the model which effectively works on the Internet, because any ad, with any budget, can be successfully made by any company or person," explains Victor Ribeiro, director of Products and Strategy for UOL.
With a totally web interface, UOL Sponsored Links allow the advertiser to create his or her publicity piece, to edit it and to define its circulation period. Moreover, it is possible to put the campaign on the air in a few hours (instead of weeks and months, as in traditional media), and to segment the public by region, gender, age and subject. The advertiser may define the region as the whole country, a state, a city, a neighborhood or even by the zip code.
Sponsored Links account for the largest Internet advertising growth in the world. In the US, analysts estimate that this new type of advertising will soon account for 40 percent of the online media receipt. The exclusive world novelty of UOL Sponsored Links is that, besides the internationally consecrated formats - ads by keywords in search tools and by subject in content pages -, UOL Sponsored Links also offer ads by profile. This differential is possible because UOL has a very large known users' base - UOL subscribers, registered users of UOL services as Blog and Photoblog, clients of BOL e-mail - whose basic data, such as age, gender and address are in UOL's database. Therefore, UOL Sponsored Links may offer marketing options to companies that act in very specific segments.
"It is a unique model, and we believe it will generate the explosion of specialized agencies in Brazil, as well as it will make the world of advertisement reinvent itself, as it happens today in the US," points Alexandre de Freitas, UOL's Marketing and Sales director.
The financial investment is also much lower and more efficient than in traditional media. The advertiser defines how much he or she wants to pay for each click on the ad, as well as the maximum value to spend in a campaign. The payment only happens if there is a click on the ad, and the final value will depend on the very market competition.
"Sponsored Links work as an auction: if several ads with the same target public might enter on the same web page, the one which is willing to pay more for the space will be published," adds Ribeiro. He also explains that the system developed by UOL searches among the ads which compete to appear in a given page. The minimum value paid by click is R$ 0.15, and there is no maximum value. A campaign's minimum cost is R$ 30, with a monthly minimum cost of just R$ 5.
UOL Sponsored Links also allow the definition of the ad's subject type. The ad will be exhibited in web pages that deal with the same subject chosen by the advertiser, making it easier to find people interested in his or her products.
"This is the real Internet advertising, since the campaign's success stays in the hands of the advertiser - the one who has the best offers, who makes the best ads and knows best his public will win," says Marcelo Epperlein, UOL's general director.
UOL Sponsored Links advertisers have access to a campaign management page. In it, the client may modify the daily budget and the campaign's value, to check how many times the ad was clicked on, to change the target public and the circulation period. Soon, an investment return tool will be available to advertisers, who will be able to measure how many sales were effectively made through the campaign.
Visit now: http://www.uol.com.br/linkspatrocinados
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