ClickZ on's Ask A Ninja Sponsorship

Zach Rodgers at ClickZ wrote up’s experience with their Ask A Ninja sponsorship:

“Question: What do you get when you cross a ninja with one of those live-read radio sponsorships of old — you know, the ad spots news hosts and celebs used to read on-air?

“Answer:’s latest digital ad initiative.

“The IAC/InterActiveCorp-owned search engine has paired with goofball video blog Ask a Ninja on an ad deal in which the show’s host and namesake reads the sponsor copy himself — and then offers bonus clips to fans who query Ask with special ninja-themed search terms. The three-month relationship, which also includes run-of-site display ads, was brokered by Ask a Ninja rep Federated Media Publishing….”

“Early response rates are good. In the first two weeks of the campaign, 8.3 percent of viewers have searched on’s ninja-related terms and watched the videos.

“‘There isn’t advertising that is able to drive that kind of response rate,’ said [ChasNote's own] Chas Edwards, chief revenue officer at FM Publishing. ‘But there certainly is opportunity around the ninja to drive that response rate around himself and his content’ by incorporating a call to action and a pay off that takes place within the search experience.”

Thanks for the coverage, Zach!

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