Eden Community Upgrade

The goal: To meld editorial with non-obtrusive but effective interactive marketing engagement. Part of the challenge was creating and integrating a proprietary advertising unit, the “context ad,” into this niche community. The ad units engineered to harmonize with content conceptually becoming part of a relevant user experience by creating a relevant connection with the viewer. The ad itself is purposely experientially different. It uses a different visual path distinct from how editorial is accessed—advertising and advertorial content available to the reader but separate from editorial.