Sports Illustrated is using a Web-based bidding system to sell advertising across its online and offline properties. From Advertising Age
Executives at the Time Inc. title, the first one to try an online auction, said the move was partly to recruit those advertisers that aren’t in close touch with the sales force anyway.
“There are many advertisers out there that would like the opportunity to understand what the Sports Illustrated brand is about, what those offerings are, that we just physically can’t get to,” said Mark Ford, president of the Sports Illustrated Group.
Ad auctions are already commonplace in Web-based advertising, most notably through Google’s AdWords program.