New Display Advertising Units

The Online Publishers Association thinks that online display advertising needs a face lift, one that will "meet the needs of marketers by better integrating their messages into the fabric of the Web."

The proposed new advertising units are:

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

The objectives according to the OPA are to inspire creativity and high-quality advertising, provide a greater share of voice for advertisers, introduce a measurement to capture impact, and enhance the interactivity to build user engagement with brands. They've certainly got their work cut out for them.

Several OPA members will implement the new display ad units across their sites, offering the new units << only through publishers' direct sales teams. "Members of the OPA are offering a set of new principles and unique display advertising units to continue to foster innovation and leverage an environment that research has proven delivers better results for advertisers," said Pam Horan, president of OPA. "Agencies are looking for new ways to integrate their clients' brand experiences with more interactivity on the page, and these new units provide a way for them to accomplish this while capitalizing on the halo effect of the high-quality media brands."

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