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BizReport : Advertising archives : March 11, 2009

OPA proposes trio of new ad units

Hot on the heels of Google's launch of expandable display advertising, comes news from the Online Publishers Association that they are introducing a trio of new advertising units in the hope of boosting both creativity and revenue.

by Helen Leggatt

As of July, major online publishers including The New York Times, FOXNews, Time Inc. and The Wall Street Journal Digital Network will begin using the proposed new OPA ad units. The formats are both bigger and more interactive, allowing advertisers to get more creative with presentation and consumers to be more engaged.

The proposed new ad units are:-

- 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.

- XXL Box (recommended dimension is 468 wide x 648 tall), which has page-turn functionality with video capability.

- 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.

"Interactive media are terrific channels for creating and reinforcing brand engagement," said IAB President and CEO Randall Rothenberg. "The OPA's work in developing new formats to showcase the power and the beauty of great, creative display advertising is a welcome reminder to all that the Web is good for more than direct response."

Tags: ad format, ad units, creativity, display advertising, engagement, IAB, Online Publishers Association, OPA

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