Decreased revenue is causing some website publishers to sell larger, more noticeable ads in order to increase profits. The Online Publishers Association has introduced a set of wide load ads that prominent agencies such as ESPN, MSNBC, and the New York Times have adopted or will adopt. Currently, publishers are only selling such ads to top customers, as prices are much higher than traditional styles.
One new style of ad, an expandable banner normally placed at the top of a page, enlarges and takes up most of the screen before collapsing back to a smaller area. A second format is placed near the side of a page. Due to its considerable size, publishers must adjust text in order to make room for the ad. Another style of ad, on the right side of the page, falls as users scroll down, limiting information that can be placed in the area.
Publishers continue to adopt the new formats despite potential dissatisfaction from visitors. David Payne, CEO of ShortTail Media, is pushing for a shift away from sensitivity to user experience. He is focusing on bigger, bolder ads and aims to introduce large video advertising in the future.
Payne’s new video ads would be marketed in a similar way to commercials on television. The ad, a Digital 30, and would take up the entire web page for a set amount of time. Reuters and Weather.com have already adopted this new style of ad. Publishers are interested in seeing how patient users are actually going to be with video ads.
A successful SEO campaign for a web site is contingent upon the web site’s effectiveness to earn revenue from that search engine traffic.В Ad publishing is a huge part of how web sites earn revenue so it’s important web sites stay ahead of the curve when it comes to new ad formats.
