Ok, so maybe this isn’t “smarter” media buying, but it sure is thinking outside the box. One of the toughest things about buying digital media is there is (generally) only so many placement types you can buy, and going outside of those placements either means months of negotiations or astronomical costs, so when I see something like this, I feel good for the industry as a whole to see it’s still flexible enough to do something a little different!
Burger King are now buying the “no results” pages on Digg.com and promoting their $1 Double Cheeseburger to anyone who can’t find what they are looking for! Sure, it’s not targeted like you’d expect from any digital media buy, but Burger King would be paying a much cheaper rate for a place most people haven’t experienced ads. I’m sure media owners around the world will now start to look at this as a potential revenue stream while brands can utilise it as a high exposure, low cost placement for special promotions.
I’d love to see this sort of buy across multiple major portals, but what do you guys think of this?