Online Publishers Association Calls for New Display Ad Units
Group says new formats will ‘stimulate creativity,’ better engage users.
In an effort to revamp the traditional online banner ad, the Online Publishers Association has unveiled a new set of display advertising units it hopes will stimulate more creativity with ads and better engage users online.
The new units include: a fixed panel (recommended dimension 336 pixels wide x 860 pixels tall), which looks naturally embedded into the page layout; a “XXL Box” (468 x 648), which has page-turn functionality with video capability; and “Pushdown” (970 x 418), which opens to display the advertisement and then rolls up to the top of the page.
“As consumers and advertisers increasingly turn to digital media, we must create formats and programs that support and sustain the differentiating aspects of our businesses,” Martin A. Nisenholtz, OPA founding chairman and New York Times senior vice president of digital, said in a statement.
OPA member-publishers that have signed on include Time Inc., BusinessWeek, Condé Nast Digital, ESPN, IDG, Martha Stewart Living Omnimedia, Meredith Interactive and Reed Business Information. They have committed to offer at least one of the three new ad units by July 1.