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BizReport : Advertising archives : April 02, 2010

Internet Broadcasting hovers ads

The verdict is still out, at least from consumers, about a new ad type from Internet Broadcasting, but from marketers the verdict is excitement. The local website, content and ad solutions firm recently launched a new collapsible, 'hover' ad, said to anchor to the bottom of a consumer's browser. The question is, because it hovers and anchors - basically making it always available - will consumers love it or hate it like they did (and still do) pop-up ads from last decade?

by Kristina Knight

"Our partners are always seeking fresh and effective methods for their local advertisers," said David Lebow, CEO of Internet Broadcasting. "The IB Hover Ad is another powerful tool in our clients' arsenal."

The company calls the hover ad an 'innovative, new effective advertising unit'. It works by anchoring to the browser window. It basically rolls out like a banner, filling in the bottom of the page and maintains 'above the fold' presence despite where or how the consumer scrolls around the page. It can be minimized and when that happens a branded button is placed at the screen bottom; the add can then be re-enlarged later on, giving brands a longer exposure rate.

Although the hovering ad unit does give marketers more exposure and seems innocuous enough, some consumers will likely be put off by an ad that either doesn't disappear or that leaves another button in its place. For many put-out consumers the ability to close the window will probably be enough of a control issue.

The real question is how creative advertisers can be with the new ad unit. As rich media has shown many times over, ingenuity and creativity can change consumers from annoyed to animated in the blink of an eye. Despite the pseudo-similarity to old-fashioned pop-ups, if the content and message are engaging it is likely that the majority of consumers will be intrigued rather than incensed.

Tags: hover ad, Internet Broadcasting, online video, video ads, video advertising

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