Challenge: People don’t pay attention to web banners anymore. So, how can we optimize a massive media plan based on this format?

Solution: A live banner that instead of competing for the user’s attention with the content around it, interacts with it. We ran this banner in a major news portal, broadcasting stand-up comedians, using headlines as joke’s insights. The 70 different bank's products and services were mentioned in the jokes.

Results: Over 300 videos were produced in 30 days. The banner’s average CTR increased 900%. In most cases, the videos had more views than the news they referred.

To enable a live banner, without prior content's approval was a work of previous alignment with all the portal's editorial sector, with a huge commercial work. To get the banner to be positioned always next to the headline, was the main premise for this synergy between ad and headline to work.

Banners with 900% CTR, higher than the client's historical average. With the popularization of Stand-Up Banner, the portal's audience itself grew by 2 percentage points. Some banners had higher clickthrough than the headlines they referred. With the continuous dynamic of the headline's recurrent exchange, many products that were never a communication priority of the bank could be placed, since they had absolute synergy with the published headline's theme. Products and services that never had any visit or queries on the interned, had peaks up to thousand applications when mentioned.