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BREAKING NEWS & VIEWS
Larger, Bolder, Fewer: New Ad Units to Launch The ad units are not entirely new, but they will be more standardized. A 970 x 418 “Pushdown” unit will dominate a landing page for seven seconds before retreating to a 970 x 66 leaderboard format. A 486 x 648 “XXL Box” will expand to 939 x 648 for seven seconds before shrinking back to its original size. And a 336 x 700 “Fixed Panel” will remain in view on a side gutter even as the user scrolls down the page. The OPA settled on these three executions after consulting with members about the custom ad builds that already worked well at their sites. “Every advertiser wants the big idea,” says Horan. “We wanted something high impact but scalable and something that could provide agencies with knowledge they could share across the customer base.” In addition to sheer size and visibility, the new ad units also promise a greater share of voice to marketers. Many sites will run these units exclusively on the page and remove other small units that may distract form the larger units’ impact. “When you see that ad on our home page, it will be the only ad above the fold,” says Joseph Dugan, SVP, digital ad sales, CNN.com. “It is going to look unique and uncluttered.” CNN will launch a campaign for Bank of America next month. Other advertisers committing to the format include Frito-Lay, which will run the Pushdown on Discovery’s PlanetGreen, CNA, which will run the Pushdown on Bizjournals.com, and Cleveland Clinic whose Fixed Panel will run at NYTimes.com. Dugan says that CNN will offer the special units on a limited basis and at a “very premium” cost. “It is something special and engaging for users and not to be done every day.” The new ad units are an attempt by major media brands to reassert the role of branding online as more ad spend siphons off to performance-based marketing. Recent OPA research argues that brand display advertising impacts consumers in ways that are not measured effectively by the traditional clickthrough metric. Users exposed to a brand’s display advertising are more likely to search for products later, visit the marketer’s Web site or engage in e-commerce with the vendor even if they don’t click on the ad when they see it, OPA/comScore research found. Ordinarily, the Interactive Advertising Bureau is the operative body for designing and setting ad unit standards, but this launch represents an independent effort by major media to assert the uniqueness of their editorial content and provide richer creative than is usually available from ad networks. Horan says she has been in contact with the IAB about the new OPA ad units and says that the IAB is putting together a committee to evaluate the new formats. Horan says that the ad unit specs are open for all to deploy, even non-OPA members. EverydayHealth.com, which is not an OPA member, will launch the units soon. The 37 OPA members participating in the program represent an unduplicated reach of 132 million users, or 68% of the U.S. Internet population. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com |
 Associate Publisher, ThinkGlobal Inc.
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