Online Advertising


The Strong is a highly interactive, collections-based museum devoted to the history and exploration of play. Located in Rochester, N.Y., it is one of the nation’s leading museums serving families. As a nonprofit institution, The Strong must make every promotional dollar count in their quest to boost engagement and visitation.

Zimmet Group helped define a results-focused strategy based on transitional ads designed to run directly on newspaper websites in the gap between page navigations. Results were significant over the course of a year.

We boosted click-through rates by 900% while reducing cost per click averages by 35%.


The new transitional ads were designed to minimize time spent on creative development so event promotions could happen quickly and effectively. Our strategy let us:

  • Develop only one core set of visual assets for each visiting exhibit or weekend event that could be optimized for multiple ad sizes
  • Accommodate a wide range of exhibit branding requirements
  • Include timely messages that would transition as the exhibit progressed, increasing visitor excitement and urgency
  • Incorporate engagement-driving animation
  • Track data on ad popularity and transitional messaging effectiveness
The Strong Hot Wheels—Race to Win Exhibit Digital Ad
The Strong Teenage Mutant Ninja Turtles—Secrets of the Sewer Exhibit Digital Ad
The Strong Be the Astronaut Exhibit Digital Ad
The Strong Dinosaurs—Land of Fire and Ice Exhibit Digital Ad


American Marketing AssociationPinnacle Award Winner for Online Advertising