Regional newspaper publisher sells web ads by the hour

The Midland News Association is experimenting with an alternative to CPM-based online advertising – and has begun selling web display ads by the hour.

The publisher – which owns Britain’s biggest regional daily, the Wolverhampton Express and Star – has teamed up with a Scandinavian company, Adicate for the project.

The “time ads” allow advertisers to create campaigns on the fly and select the time of the day and days of the week they would like their ad to appear.

MNA new media marketing manager William Beavis said prices started at £2 for a dedicated slot on the website for an hour.

“Imagine you own a restaurant, and you know that Tuesday lunchtimes and Thursday evenings are often your quietest times of the week,” he said.

“By booking an ad on to appear between 10am and 12pm on Tuesdays and 4pm and 6pm on Thursdays, you can now reach an audience with a special offer at a time when they are beginning to think about what they will be having for lunch or dinner that same day.”

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