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BREAKING NEWS & VIEWS
Giant Realm’s Giant, Mucho-Macro (No, Really Big) AdThursday, September 24, 2009 This is the season of the custom ad unit online as publishers try to grab t  he attention of banner-weary online travelers. The Online Publishers Association rolled out a series of large and animated units this summer, and blog network Federated Media followed suit recently with its own portfolio of similar ads. The units get bigger, and so do the names. Now, Giant Realm, the youth-oriented network of gaming and male lifestyle sites, rolls out the (we’re not kidding) “Macrostitial.”The full-page roadblock unit puts an auto-running video ad front and center but adds the functionality of a video sharing Web site. The user can choose from a library of videos to run in the player and can even embed or share the video with others. The Macrostitial even has a nav bar that can drill into further content, all without leaving the publisher’s site. “This is probably one of the most innovative ad units I’ve seen in a while,” says Morgan Quisenberry, Starcom IP supervisor. “It looks like an actual Web site.” The Macrostitial stays on screen for up to three minutes unless the visitor chooses to advance to the destination page of the content site. As was the case during the great Web downturn of 2002-2005, publishers in hard times are willing to share more of their audience’s attention with advertisers in order to secure scarce business. Publishers are trying to make the case for the Internet as a true branding vehicle with the same kind of impact as print and TV. And yet the current wave of rich-media interstitials and telescoping banners are not as irritating as the pop-ups and animated screen takeovers that plagued us during the last Web recession. Ironically, the new wave of ideas is anchored in the print past. While animated and large, units like the expandable banner and home page roadblock come closer to familiar print interruptions than the in-page video ads and Flash-based site takeovers that bugged and shocked us years ago. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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