• by OMMA Magazine Writers , September 15, 2009

Continental needed to help its online ads break through the clutter, generate a larger share of voice, and convert clicks to sales. The resulting campaign has only one trick, but it's a doozy: Ads are tailored not just to highly-read sites, but to its specific content. A banner ad headlined "Mind if we go the extra mile?" is placed over The New York Times marathon coverage; "Work that runway" appears on style.com coverage of fashion week. The result? Online advertising drove a 141 percent lift in visits, while revenue jumped several-fold.

MediaVest: Mohan Renganathan, Vice President, Group Digital Director; Kevin Rettig, Digital Associate Director; Jen Hu, Manager, Digital Research and Analytics; Yaakov Kimelfeld, Senior Vice President, Research and Analytics Director. Continental Airlines: Colleen Aranda, Manager, Interactive Advertising.