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Brief Published: 8 Jun 2015

Post-It’s Opt-In Banner Ads

Retargeting banner ads – which follow users around to remind them of products they have previously looked at – are a persistent part of the online browsing experience. But Proximity Russia – a digital creative agency that is part of global advertising network the BBDO Group – has found a way to turn this mild annoyance into a consumer asset.

Proximity has created a campaign for US company 3M's original sticky-note brand Post-it that invites browsers to click on banners placed on popular websites and write themselves a reminder on a digital Post-it. Once a user interacts with a banner, common behavioural retargeting trackers see their note follow them around banner ad spaces throughout their online day.

By adding just a little interactivity, Proximity has turned banner ads into something users actually want to see over and over again: personal reminders. Enthusiastic users can even set up multiple reminders and manage them via Post-it's website. However, the campaign is currently only being run in Russia.

Opt-in marketing campaigns are set to grow in significance – especially in targeting on mobile. For more developments in digital marketing, see our coverage from AdAge Digital Conference 2015, Advertising Week Europe 2015, and The State of Mobile: Winter 2015.