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Hearst to Launch HD Ad Units
Tuesday, June 29, 2010
Steve Smith

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When it comes to branding online, bigger appears to be better, marketers think. And so Hearst Magazines Digital Media is adopting some of the oversize and high-def ad units that are part of the OPA portfolio of branding ads and coming up with one of its own. Launching in July across many of the Hearst properties, the Venus Bikini Kit campaign will be large enough to highlight fashion images from the designer Shoshanna Lonstein Gruss.





The OPA ad units include a 336-by-700-pixel tall Fixed Panel as well as a 970-by-66 “Pushdown” unit that expands for seven seconds to 970-by-418. Hearst is partnering with ad technology provider Pictella on these units and also creating a new 600-by-489 ad that can be positioned within editorial content and lets clients sponsor specific editorial projects. Hearst plans to deploy an ad-sponsored content program during Fashion Week using the format.

The Online Publishers Association created these larger branding ad units last year as a way to help its member sites distinguish their sponsorship offerings from the banner-laden, ad-network-driven inventory elsewhere on the Web. The large and interruptive units seem crafted to replicate some of the qualities of print on a digital platform.

If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com

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