Business-to-Business Advertising in the Current Environment, Departmental Sponsorships
Information on a publication website can be organized by product category, application type, market served, or a variety of other headings. To give an advertiser the position of authority in that particular category, banners and buttons are offered in a sponsorship position on the website.
For example, if a company is a manufacturer of hydraulic hose and the website has content sorted and presented under the heading Hydraulic Hose, this presents an advertiser an advertising position that places their name and logo with the products they sell. It appears to the user as a sponsorship of that category.
These are low-cost ads that also need to be renewed and updated on a regular basis. Again, the usage of animation tells a better and more attractive story than a static ad. Use of color, photos, and; clearly labeled products help the user to understand what is being advertise for easy reference.