In early 2000, when Neopets.com was in its very early stages, the Company
envisioned a new form of advertising to support the growth
and development of the website; advertising that would be
different from the pervasive, and oftentimes offensive, pop-up and
banner ads that were the norm throughout the Internet advertising
industry. This new advertising method, which Neopets has trademarked
Immersive Advertising, incorporates the advertiser's brand,
service and/or message directly into entertaining site content,
thereby creating brand affinity with site members, rather
than brand rejection that can result from offensive pop-ups and
banners. Immersive Advertising is an evolutionary step forward in
the traditional marketing practice of product placement used in
television and motion pictures. Immersive Advertising permits
NeoPets to integrate advertisers' products, services, and brands
into highly-customized activities
within the Neopets.com website.
Research has shown that, in part due to the diversity
and richness of NeoPets' interactive and entertaining
content, repeat exposure to these branded Immersive
Advertising activities creates a positive and long-lasting
brand impression with site members. Neopets'
creative professionals customize each Immersive Advertising
campaign to showcase the product's unique attributes,
to reach effectively the desired target audience.