The house ad began - and is still used as - a "filler" when ad sales had not been sufficient to fill available space. Typically it's used to promote the company, an ancillary product, or an event, such as a conference.
The shift in user perception of ads post-Web (can I trust this site? Can I trust this ad?) makes the house ad more powerful than ever. The key to success: Creating a close visual/messaging identification between your house ads and your primary Web brand. Why? Because your users came to *you*. They trust you.
Many site publishers err by thinking that they should make a house ad look like a third-party ad so "people will look at it." The sad truth is that people *will* look at it - then immediately dismiss it as an irrelevant ad.
Keys to success with house ads:
- Clearly identifying the house ad as part of your company - retain logo, fonts, visual design
- Labeling the ad "Offers from our company"
- Labeling third-party ads as "advertisement"
- Linking the ad to valuable content
- As with all ads, contextual placement wins.
Link your ad to valuable content to generate traffic - but make sure it's branded as you. Above: What looks like a third-party ad is really a house ad for a useful service to locate a cigar retailer in your area.
CONSISTENT STYLE
Keep house ads consistent with overall branding in terms of color, font, style. Above: An example from TIME.com.
LABEL HOUSE ADS
Clearly identify the house ad as coming from your company as opposed to a third party. Above: Examples of clearly labeled advertisements and house promotions.
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