Word: adding
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Dates: during 2000-2009
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...taking the old concept of product placement to sophisticated new heights. With 11 million users, 39% under 13, Neopets is one of the Internet's most popular and "stickiest" destinations. Users visit on average for 3 1/2 hours a month, according to Nielsen/NetRatings. But unlike sites that generate ad revenues by inserting pop-ups or banners along a page that are easily identified (and ignored), Neopets offers marketers what company CEO Doug Dohring calls "immersive advertising." The company integrates ad messages into the site's content, creating "advergames" for clients based on a product-or brand-awareness campaign. The company...
...dozens of young workers sit in cubicles programming and creating content for Neopia. Speaking in a conference room, Dohring emphasizes that branded content is less than 1% of the site's total. "We're not trying to be subliminal or deceive the user. We label all the immersive ad campaigns as paid advertisements...
...advertisers can embed their brands "directly into entertaining site content." The practice isn't illegal, and Dohring says Neopets complies with the Children's Online Privacy Act, which bars companies from collecting personal information from Internet users under 13. Still, by embedding brand characters into games and activities, the ad "just goes unnoticed by the child, much less the parent," says McNeal, a critic of such practices. Democratic Senator Tom Harkin of Iowa plans to introduce a bill this week that would reinstate the Federal Trade Commission's ability to issue rules on unfair advertising to children (the ad industry...
...Vegas knows all about balancing naughty and nice. In the '90s it tried to become a cleaned-up destination for families. But last year it decided to embrace its old-time illicit allure--and the free-spending adults that attracts--with an ad campaign touting the slogan "What happens here stays here." The city's rebirth as a racy entertainment locale couldn't have been better timed. "CSI really helped Las Vegas get on the map as an attractive town," says Las Vegas journalist Lonn Friend. "It's photographed in a really erotic way. The underlying ethos of this town...
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