A collection of nearly two dozen online publishers plan to offer advertisers at least one of three new display advertising formats beginning in July, the Online Publishers Association announced Tuesday.
The ad units are designed to be larger than banner ads, offer interactivity, and comprise a greater proportion of the advertising-to-editorial ratio that most publications operate under.
The move by online publishers comes at a time when the economy is in a recession and advertisers are pulling back on their spending.
"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," said Pam Horan, association president, said in a statement.
The nearly two dozen online publishers represent approximately 66 percent of the U.S. Internet audience, according to the association. And they include FOXNews, NBC Universal, CBS Interactive (publisher of CNET News), ESPN, Time Inc., and The Wall Street Journal Digital Network.
The three advertising units include:
A pushdown ad that runs the width of a page but retracts to the top of the page, as well as offering a second ad on the right hand column.
(Credit:
Online Publishers Association)
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(Credit:
Online Publishers Association)
A second ad unit, XXL Box, will feature page-turn functionality, as well as the ability to run video ads on the 468 wide x 648 tall size panel.
The fixed panel ad, 336 wide x 860 tall, remains stationary and users scroll up and down to view the ad.
The economy may be lousy, but the amount of money spent on online advertising should continue to grow at double-digit rates all the way through to 2013, according to a report released Monday by JupiterResearch.
Total online ad spending is expected to increase just a little less than 20 percent this year, from $19.9 billion in 2007 to $23.8 billion. By 2013, Jupiter expects total online ad spending to hit $43.4 billion. (For you stat aficionados, that's a compound annual growth rate of 13 percent. By comparison, offline advertising is only expected to have a CAGR of 4 percent over the same period.)
The online world's share of advertising is also expected to increase, but there's still plenty of room to grow. Last year, Jupiter says online ads accounted for 8.4 percent of total ad spending in the U.S. That's expected to grow to 9.6 percent this year, 10.7 percent next year, and 14.3 percent in 2013.
Not surprisingly, search advertising should continue to be the largest category, growing from $9.1 billion in 2007 to $20.9 billion in 2013. But there's an interesting caveat to Jupiter's research: The growth rate for search advertising should slow toward the end of their forecast because of an "inability to tap into small local US advertisers and a steady maturation of the U.S. paid search market."
Display advertising and classified advertising aren't expected to fare quite as well. Because of short-term economic problems, display advertising growth should drop slightly, but rebound for 14 percent annual growth over the full period of the report.
Likewise, classified ad spending is forecast to be 20 percent of the total online ad market, while growing at annual 9 percent rate.
But look out for video advertising. Jupiter predicts that static and text ads will account for 63 percent of banner advertising in 2008, but that share is expected to drop to 41 percent by 2013 as advertisers look to rich media and video. Video advertising, in fact, is expected to quadruple to $5.1 billion in 2013.
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