BREAKING NEWS & VIEWS
ABC’s ‘Pan Am’ Takeover Lands on People.com Home Page
Friday, September 23, 2011
Ad agency Weiden + Kennedy partnered with People.com on the execution. It is the first time the site has placed a home page takeover ad. But Elizabeth White, general manager at People.com tells minonline that “having an execution like this run on People.com makes sense for both ABC and our users. This is a great example of how relevancy and context really matter in premium display advertising. Pan Am revolutionized the airline industry and had a huge impact culturally so we felt like it was a great fit as People always has its pulse on pop culture."
In an online ad ecosystem dominated by high-tech “demand side” systems involving real-time bidding and massive amounts of secondary inventory, major media brands have been trying to reassert the importance of premium content with custom and big impact ad units. “Pan Am” also has dominant share of voice on the People.com home page, with an interactive banner unit that includes an embedded video trailer and links to Facebook and Twitter.
Since its own 1974 debut People has proven to be one of the most successful and influential magazines in recent publishing history. In the past year it reported exceeding 1 billion monthly page views online (per Omniture), the first and only magazine brand to attract that scale of traffic. The site has consistently maintained that level of activity in recent months.
If you have breaking news to share please contact min’s editors.
|Copyright © 2013 Access Intelligence, LLC. All rights reserved. Reproduction in whole or in part in any form or medium without express written permission of Access Intelligence, LLC is prohibited. For more details please see Terms and Conditions.|