After a 15-month test pilot with companies such as CareerBuilder.com and Rand McNally, Format Dynamics is broadly rolling out technology enabling advertisers to place targeted ads in a specified location on pages printed from the Web.
When most consumers print something from the Web right now, the page may have extra information page and a lot of paper is wasted. Several companies are attempting to address the user experience of printing pages from the Web, however Format Dynamics is also addressing how publishers and advertisers can also gain incremental ad space.
CleanPrint is Format Dynamics’ patented software that dynamically reformats pages printed from the Web to produce a clean, paginated format. What‘s unique about CleanPrint however is that it also digitally serves a targeted advertisement with each page that only appears when a reader prints from the Web.
“Someone who has chosen to print content is a very engaged user from an advertiser’s standpoint,” said Ethan Holien, CEO at Format Dynamics. He expects marketers in the mapping, travel confirmation, ticket selling and in any segment where readable content might be printed to be interested in CleanPrint. Branding messages and ads that have a drive-to-retail component are both appropriate uses for this space, Holien said.
Format Dynamics is also rolling out PrintTracker, which tracks all browser-based Web printing behavior. This will let Web publishers understand where the advertising opportunities are on their sites and analyze campaign metrics for advertisers.
