Part educational tool and part investor guide, Warrants.Atnext.com on the site's finance homepage provides live news updates, top warrant picks, a course on warrants trading as well as a range of interactive user tools such as a warrants analyser and multi-warrants calculator to increase site stickiness in one of the top 10 most active warrants trading markets globally.
"It's not a simple product so ABN Amro wanted to educate the market about warrants as well as build trust in its brand," said Kevin Huang, CEO of Pixel Media, Atnext's exclusive online media sales rep, which worked with the bank's in-house team to conceptualise and launch the campaign in late February.
"The collaborative effort helps ABN Amro cut through the clutter to showcase its products and services to Atnext.com's user base... and it provides very specialised content for users," Huang said, pointing to the growing use of the internet for investment research and trading.
According to Nielsen//Netratings Site Census data for January 2006, Atnext.com attracts a little over 1.5 million unique users a month, with users spending on average 13 minutes per visit.
The content deal with ABN Amro follows a series of other partnerships Atnext.com has struck with service providers including travel portal Zuji for its travel page, Match.com for online dating and eBay for its auctions service.
