OPA releases new ad units

Touting better ways to build brand and deliver an 'experience' ad, the Online Publishers Association has launched a new series of ad units. Several big brands have already signed on to use the new ad units, hoping they can deliver brand experiences to new consumers across the web.

by Kristina Knight

There are three new units.

First, the Fixed Panel. This is a 336x700 'constant' ad. The consumer scrolls the ad from top to bottom to get the full message.

Next, the XXL Box. This is a 468x648 'tall' ad, which opens for seven seconds to become a 936x648 size ad. The ad uses 1/24x frequency.

Finally, the Pushdown, which is a 970x418 ad that opens to display the full ad. After seven seconds, the ad rolls up to become 970x66 with 1/24x frequency.

"The new ad formats really struck a chord with the industry because they represented a change in the way marketers and agencies think about digital ads and new ways of delivering engaging brand campaigns," said Pam Horan, president of the Online Publishers Association. "The caliber of the brands actively leveraging the new formats is impressive and our members are working hand-in-hand with agencies and marketers to provide the right tools for them to connect effectively with their readers."

Brands Bank of America, Cleveland Clinic, CNA, Frito-Lay and Mercedes-Benz have signed on to use the new ad formats across OPA publisher sites such as CNN, Tim, NYTimes and Bizjournals.

Tags: ad formats, ad units, online advertising, Online Publishers Association