Powered partners with publishers to run destination sites that use educational content as a premium advertising product. Advertisers sponsor these topics to start opt-in relationships with highly targeted, highly involved consumers. Consumer education creates sizable opportunities for publishers:
It's not news that consumers have more choice and information than
ever before, and less time than ever to consume it. But what matters
is their increasing ability to control how advertisers influence
and motivate them. Advances in technology have given consumers new
tools to screen out marketing messages they do not want, and recent
research by firms and numerous articles in leading business publications
indicate that consumers are more anxious than ever to embrace these
tools. Some studies suggest as many as 2/3 of consumers feel advertising
overload, intrusion, and irrelevance.
Advertisers must seek permission-based ways to connect with consumers,
and the consumer must also see value in how advertisers reach them.
Otherwise, marketing messages will be increasingly blocked and tuned
out by consumers.
Our programs are enormously popular with consumers because they
create tremendous value for them. It also equips advertisers to
connect with those consumers in a highly targeted and relevant way,
promoting products and offers in an opt-in, educational environment
— and helping them build brand equity, drive commerce, and
grow their consumer base.
As an interactive advertising product, consumer education
enables publishers to grow their audience, provide a value-added
service to that audience, and monetize it through advertisers. And
over the long term, your core advertising products will grow in
value as we grow your audience.
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