Online display ads like banners, cubes and skyscrapers were always measured by the number of times they were clicked, since this was the only metric that existed. Until now.

Spongecell is a company that provides interactive ad technology that allows online display ads to flow into calendars, mobile devices, social networks and email inboxes right from the ad unit.

In the past, the goal for online display ads was for the intended target audience to click on them and drive them to a landing page or Web site. These ads can still do that AND so much more. Depending on the company or organization that is being promoted, the call to action (which can feature multiple options) can be customized. Some examples are: request more information, send to a friend, store locations/map, post on Facebook, add to calendar, mobile updates, view on YouTube - the possibilities seem endless.

Spongecell's rich media platform also includes advanced reporting on consumer engagement. The reports not only show how many impressions and clicks, but how many people shared the message, viewed a map, requested more information - whatever the call to action was on the ad.

When banner advertising first launched, it was more of a direct-response vehicle - a lead generator. However, banners and display ads changed over the years to be more of a branding tool. With the Spongecell technology, display ads can be both - and more. They can build brand awareness, generate leads AND generate buzz through viral marketing.

Austin & Williams looks forward to exploring these opportunities and recommending them to our clients - particularly in the higher education, financial and entertainment/hospitality categories.

Long live the banner ad!

Maureen Quinn, Vice President of Media Services at Long Island advertising agency Austin & Williams is an expert at determining the perfect media mix, and is always eager to incorporate the latest and greatest options available to her clients. To read more about Maureen, visit her bio section on the A&W web site.