Super-Sized ads to capture everyone’s attention

In an attempt to reach surfers who ignore banner ads or have a wider ‘blindspot’ than the rest of us, the Online Publishers Association has released new ad formats; XXL boxes that should, in theory, provide a greater branding impact than the usual banners.

Marketers, as we know, are always seeking for new and impactful ways of engaging the audience with their ads. This is why the OPA is opting to offer these new ’standardized blocks of space’ for advertisers and marketers to send their messages more effectively and a lot more visibly. We’re talking oversized boxes that can reach over 900 pixels wide.

Websites such as the New York Times (NYT), Wall Street Journal (NWS) and CNN.com are amongst the 37 publisher sites that will begin running super-sized ads in July.

This is what a super-sized ad would look like on your desktop:

This new ad format will effectively ensure the ads will not go unseen by anyone and it’s mainly thanks to their unusual presentation. However, and judging by the size, advertisers will most likely come up with some really creative pieces. Question is, are they adaptable for all kinds of brands?

One true fact that’s worth pointing out is that they will definitely increase users’ attention particularly if the ads have any relevance to the viewers.

Here are the exact specs of the new ad formats as presented by All Things Digital:

• The Fixed Panel: 336 wide x 700 tall, remains constant as the user scrolls to the top and bottom of the page

• The XXL Box: 468 wide x 648 tall, opens for seven seconds to 936 wide x 648 tall with 1/24x frequency

• The Pushdown: 970 wide x 418 tall, opens to display the advertisement and then after seven seconds rolls up to 970 wide x 66 tall, with 1/24x frequency.

This entry was posted on Tuesday, June 30th, 2009 at 4:57 pm and is filed under Display Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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