New Banner Ads Are Hard to Ignore
Most consumers have learned to ignore online banner ads. How can online publishers create a solution? By generating bigger, bolder, in-your-face formatted banners. These banners are purposely more obtrusive… so how will users react?
According to the LA Times, the Online Publishers Association is releasing three new types of web banner formats to grab user attention. “The three new types of ads are the ‘fixed panel,’ which looks like part of the page but scrolls up and down as a user does; the ‘XXL box,’ in which users can turn pages within the ad; and the ‘pushdown,’ which opens to display a larger ad.”
The new formats should create new opportunities for advertisers to be creative and interact with their readers. Some concepts thus far include viewing a video inside the ad, taking a quiz, checking local weather or movie times, and flipping through “pages” within the ad.
Online Publishers claim that making ads large-scale and more intrusive is important in today’s marketplace, and insist that the ads are user-initiated: they will not expand unless the visitor chooses to engage.
Popular websites are beginning to try the ads to reach surfers who have learned to ignore traditional banner ads. But they must be careful not to bother users so much that they do not return. Others wonder how long it will be before users adapt to ignore these larger ads as well.
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