The Washington Post’s research, experimentation and development team (RED) today introduced Showcase, a data-driven event recommendation unit that combines brand messaging and customized ticket sales promotion in one seamless creative layer.
“As we are developing new products, we are driven by the need to create a valuable experience for users while increasing a brand’s ability to engage with those users,” said Jeffrey Turner, head of ad product at The Post. “Whether advertisers are looking to promote real estate, job listings, sports or entertainment events, this new ad unit allows brands control their creative messaging and generate sales via any supplied feed.”
The unit features a brand’s standard ad creative and a dynamic feed of a venue’s upcoming events that automatically updates, as well as a buy button that takes the user directly to the client’s site. Showcase also leverages client data feeds, giving brands the ability to promote other dynamic items such as recipes or premium branded content to drive actionable purchase decisions.