OPA large ad units unfurl across the web
ADOTAS — The Online Publishers Association said a group of leading brands have started using the new ad units across OPA member sites.
The units, which were originally announced in March, are designed to help marketers deliver their brand experiences directly on the pages of these rich content sites. Today, a total of 37 OPA member companies are making the units available and several are running major advertising campaigns across a variety of sectors including consumer packaged goods, automotive, and financial. They include About.com, ABCNews.com, American Express Publishing, Bloomberg, BusinessWeek, CBS Interactive, CNN.com, Condé Nast Digital, Discovery Communications, Disney Online, ESPN, Forbes.com, FOXNews Digital, Hachette Filipacchi Media U.S., The New York Times, Reed Business Information, Thomson Reuters, Time, USA Today, Wall Street Journal Digital Network, The Washington Post.
“We believe that the new OPA formats will allow us to incorporate our brand messages more creatively and with higher impact,” Jen McDonald, SVP digital marketing, Bank of America, said in a statement. “The new format allows us to take advantage of an environment where consumers are already spending a lot of time with content to deliver an interactive brand experience.”
The OPA ad units include:
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.
At a conference recently, Mike Keriakos, co-founder and president of the Everyday Health Network, said the company has been testing the new formats. He says the larger ad units have shown 5x click through rate and Everday Health is measuring beyond that. The company also expects to stop using ad networks by Q4, Keriakos said.
Here’s an earlier interview with Kirk McDonald, Time, president of digital, on the new ad units.
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