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BizReport : Advertising : July 14, 2009

Eyewonder launches PageMorph

A new ad format is out there and it's likely to catch consumers' eyes - ready or not. Called PageMorph, the new advertising unit is the latest from interactive ad technology company Eyewonder. It virtually takes over the webpage.

by Kristina Knight

Here is how the ad works: as a consumer clicks onto a homepage, the ad appears and seems to take over, manipulating the page by shrinking, stretching or crumpling a screenshot of the page. According to Eyewonder, this is a good way for publishers to engage the user and reap a higher ROI. Consumers are automatically engaged in the ad experience, a must for publishing partners these days.

"We created PageMorph™ to help address the demand in the publishing space for premium and highly impactful advertising opportunities for advertisers," said Erin Quist, Vice President, Enterprise Solutions. "Publishers are looking to create premium placements to sell to advertisers while also keeping ad clutter off their homepages. In addition, advertisers are seeking online ad space that will give their brands extensive reach and exposure to large audiences--PageMorph™ fills both those needs."

According to company information, the new ad units return a higher than average total interaction time with some placements hovering near one minute of interaction. Watch a demo of the ad unit here.

Tags: ad formats, Eyewonder, online ads, online advertising, PageMorph, take-over ads

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