Brand dollars moving online continues to be a major topic of discussion, much of which revolves around questions like: ‘why hasn’t the web lived up to its brand promise yet,’ and ‘what will it take to instill the trust that brands need to move more advertising spend online’?
Well, for starters, we need to get back to the essence of advertising: making an impact. And the increased focus on automation and efficiency, while important, aren’t going to get us there. Instead, we need to focus on making ads more engaging and truly immersive.
The IAB has been championing this cause with the introduction of its Rising Stars formats earlier this year and, more recently, the release of its updated Rich Media Guidelines. These two initiatives help highlight the importance and best practices of implementing bigger and better ads online.
Last week, we added two Rising Stars formats — Sidekick and Slider — to our high impact product suite. These new ad units join our existing high impact units like PageGrabber. Early interest in these new units has been encouraging and we’re readying ourselves to add more of these exciting formats to our portfolio as we move into 2012.
We understand the importance of supporting these initiatives as well as leading new ones to make online advertising better, more engaging and the first choice for brand advertisers. These are just the first of many exciting changes/enhancements to come.