Folio: Hearst develops web ads for printed pages

Web ads will not be lost on articles printed out from websites thanks to a new development from Hearst Digital Media and Format Dynamics.

The CleanPrint service, which will be put into action on and soon spread to Esquire and Cosmopolitan’s US websites, will provide new opportunities to advertisers:

[B]oth a “re-messaging” opportunity or a separate, contextual placement at the point of printout. Most often, using the “print” function on a web page to obtain a hardcopy eliminates the banner ads altogether.

In cases where new ads are created for printouts: “The ads only appear when the pages are printed, with the theory that users who print the page are inherently committed to the content.”

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