Time for impact

Some members of the OPA (Online Publishers Association) in the US have introduced 3 new, non IAB standard ad units, in an attempt to try and compete for dollars from clients who want high impact.

The article is here – http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=101795

From the article: “The move reflects a broader industry push this year to improve the creative aspects of online advertising in order to wrest more brand advertising dollars from TV and other traditional media”

The 3 new ad sizes, from the article, are:

  • The Fixed Panel (recommended dimension is 336 wide x 860 tall), intended to appear naturally embedded into the page layout, and scrolls to the top and bottom of the page as a user goes up or down the page.
  • The XXL Box (468 x 648), providing page-turn functionality and video capability and expandable to 936 x 648.
  • The Pushdown (970 x 418), which opens to display the advertisement and then rolls up to the top of the page (collapsing to 970 x 66).
  • Personally I think it’s a good idea and something that should be looked at locally.

    Standardising ‘non standard’ type ads may seem like it’s missing the point – but in reality it is required because the economics don’t really make sense if you’re devising high impact, high resource executions for 1 publisher that run for one day. There needs to be an element of standisation otherwise the costs will prohibit innovation.

    Yes, there are SOME impactful placements available in this market … but not enough and most are overpriced when you look beyond the blinkers of digital. For the market to grow it needs to move beyond DR friendly categories and into the categories that want not just reach but reach and impact. If digital thinks it can compete against TV it needs to rely less on the old spin of ‘hours consumed and online engagement’ and give advertisers more bang for their buck and demonstrate either concrete and quanitified advantages of the medium over competitors, or demonstrate more parity.

    What the OPA is doing is creating ad formats that are unique, impactful and go beyond being merely spots and dots surrounding content.

    Lets not get it twisted … yes, people are engaged online … generally with the CONTENT, not the ads. An average of 1 in 2000 people responding to an ad doesn’t say to me that it’s a far more engaged advertising medium than the other options.

    And many of digital’s most dedicated and tenacious supporters are facing the same dilemma and asking themselves the same question – is digital in its current form in terms of execution, pricing and possibilities, a good reach and impact medium for advertisers who need these elements?

    And now is a good time to look at changing things a little. As most of us know, there’s a huge oversupply of online inventory … so how about we look at less ads but more meaningful executions?

    Maybe, just maybe, publishers could still generate the same extraction per page view … but with 80% less ads. And wouldn’t that be better for everyone? Less irrelevant clutter for the advertisers … and less noise for the reader.

    But for this to happen requires research. So who’s going to do it?

    Edit: 1:48pm – today (Monday 23 March) there are 3 examples of this sort of thinking

    HP on myspace – http://www.myspace.com
    Apple on Gizmodo AU – http://www.gizmodo.com.au
    Optus on ninemsn – www.ninemsn.com.au


    2 responses to “Time for impact

    1. Pingback: Topics about Arts » Time for impact

    2. Research? In the current climate? Unlikely to come from Advertisers. They are going back to what they know.

      Opportunity for publishers to step up and fund the type of research thats really going to make a difference. I’m so tired of x% uplift from including digital in the channel mix.

      Good post. It seems everyone is grappling with these issues globally at present…

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