More Ads To Get Big, Ugly

Wednesday, March 11, 2009, 17:27

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To be honest, the marketing tactics we’re going to discuss today are almost too obvious to be worth mentioning, and they’re likely to annoy a lot of people, too. But many important companies will be adopting the approaches, so, at least for the sake of keeping everyone well-informed, here we go. Think “big and unavoidable.”

New ad units are going to appear all over the Internet. You can blame the Online Publishers Association, along with Conde Nast Digital, ESPN, MTV, and the New York Times – they’ll all be giving the units on a test run.

As for what the things will look like, Douglas Quenqua explains, “Among the new units being debuted are: the ‘fixed panel,’ a 336 x 860 panel that looks embedded into the page and scrolls to the top and bottom of the page as the user scrolls; the ‘XXL Box,’ which is 468 x 648 and allows users to actually turn ‘pages’ and watch video; and the ‘pushdown,’ which is 970 x 428 which opens to display a nearly full-page ad and then rolls up to the top of the page.”

So, right – if you want consumers to notice your brand, make it so they can’t help but see the name. Just beware the potential for backlash, since, as the popularity of ad-blockers and commercial-skippers should demonstrate, people like having the opportunity to not get promotions shoved in their faces.