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The Future of Online Ads is Huge
Unfortunately, I’m not talking about advertising revenue, though, that still looks bright for some segments of the online ad market. Rather, I’m talking about the enormous physical size of advertisements we’re increasingly seeing across the Web.
The movement towards huge got a big boost when the Internet Advertising Bureau recently added some big new formats to its standard ad unit sizes: 300x100 and 720x300. Additionally, even bigger takeover-style ads been seen on many popular websites over the past few weeks, including ESPN, MySpace, and YouTube.
The YouTube experiment is actually fairly interesting. The company has recently been promoting the upcoming movie “The Haunting in Connecticut” with an enormous homepage ad. It features some interactive elements, like being able to enter in your zip code and see the nearest “haunted” locations. The trailer for the film is also being promoted across YouTube and has received nearly a quarter million views. MySpace is currently doing similar with a giant homepage ad for "Year One," which includes an integrated movie trailer.
Why go huge? Online Media Daily explains YouTube’s strategy: “Many people come to YouTube without having a particular video in mind to view. They land on the home page to search through the site for videos that grab and pull them in.”
And pull them in is exactly what ads of the takeover variety can do – on all but the biggest resolutions, they take up so much screen space that you can’t miss them.
Like it or not, I think these type of ads are here to stay. In reality, we’ve probably become so accustomed to the staple formats of online ads like 468x60 or 728x90 that we’ve we mostly ignore them. But when you move up to 720x300 or even larger, advertisers can do so much more, and actually make the ads interactive and interesting (and yes, invasive), as is the case with the “Haunting” and "Year One" ads.
Do you think huge is the future of online ads is huge? Share your thoughts in the comments.
Image courtesy of iStockphoto, Vasko
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