Thursday, August 20, 2009

New advertising units

RFID chips that connect print ads to more dynamic content on the web, ads that can shift from one screen to another, ads that are linked to what friends are chatting about online, and targeted advertising of all sorts.

Agencies are looking for new ways to integrate their clients’ brand experiences with more interactivity on the page, and these new units provide a way for them to accomplish this while capitalizing on the halo effect of the high-quality media brands.” A set of new principles and unique display advertising units are being introduced to foster innovation and leverage an environment that research has proven delivers better results for advertisers.

These new advertising units reflect the publishers’ desire to achieve four key objectives that will guide the evolution of online display advertising into its next phase:

* Inspire creativity and high-quality advertising: Develop display units that will inspire a creative renaissance in high-quality advertising by providing a larger canvas for creativity, content and functionality.
* Provide a greater share of voice for the advertiser: Increase the relative proportion of advertising space (in a single unit) to editorial content and, where possible, run fewer but more captivating ads on the page.
* Introduce a measurement to capture impact: Develop a metric that emphasizes the impact creative advertising can have on Web viewers while preserving the Internet’s well-established ability to engender response.
* Enhance interactivity to build user engagement with brands: Offer a broad range of interactivity built into units such as video players, lead capture and advertiser content that will be sharable and have permalinks to spotlight and encourage the best in creativity, while weaving the advertisements deeper into the social fabric of the Web.

The proposed new advertising units are:

* The Fixed Panel (recommended dimension is 336 wide x 860 tall), which looks naturally embedded into the page layout and scrolls to the top and bottom of the page as a user scrolls.
* The XXL Box (recommended dimension is 468 wide x 648 tall), which has page-turn functionality with video capability.
* The Pushdown (recommended dimension is 970 wide x 418 tall), which opens to display the advertisement and then rolls up to the top of the page.

source : nieman lab
: online publishers

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