Marketers Try ‘Conquesting’ — to Get on Rivals’ Nerves

Conquesting, a marketing term that refers to placing an ad next to editorial content about a competitor, is a growing trend in the industry. It started in the auto industry, but has since spread to others and has become an “evolving cat and mouse game.”  This is a really interesting way to get a leg up on the competition, especially if you can get the editors to tell you what the content will be – then go on the offensive..
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Marketers Try ‘Conquesting’ — to Get on Rivals’ Nerves – WSJ.com

In an increasingly popular form of online advertising, marketers are taking out ads right next to editorial content about their rivals. The aim is to convert consumers from one brand to another — and also to issue a public challenge. “We use it to get under the fingernails of the competition,” says Rick Corteville, executive director of media at Organic, an Omnicom Group Inc. digital marketing agency whose clients include Bank of America Corp. and Geek Squad Inc., a computer support provider.

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