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BREAKING NEWS & VIEWS
ABC’s ‘Pan Am’ Takeover Lands on People.com Home PageFriday, September 23, 2011 When you have a billion page views served each month and 37.8 million unique visitors, you have to be careful where you throw  such audiences around. Today at People.com and for the first time in the site’s history, an advertiser does a full page takeover of that much-visited home page. ABC is promoting the Sunday night premiere of the highly anticipated retro series “Pan Am,” and this massive ad unit is designed to be savored, not skipped. In a People-branded newspaper style, the series premise and its 60s look and feel are conveyed in a series of stories about the era. The full screen takeover then fades into an image of clouds that resolves into the site’s real home page. People is characterizing the ad as a retro version of itself, had it been published more than a decade before its actual arrival in 1974. 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.
Friend Us on Facebook at www.facebook.com/minOnline. COMMENTS
1.
This was fantastic! Perfect target and nice execution giving display ad real relevance without compromising editorial integrity. Congrats to W&K and People.com!
Posted by Media Man on Monday, September 26, 2011 @ 11:17 AM
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