The Online Publishers Assn. on Tuesday released several new in-your-face advertising formats designed to be both more obtrusive and interactive.
Twenty-seven top Internet publishers — including the New York Times, CNN, CBS Interactive, ESPN and the Wall Street Journal — say they'll try the supersize ads in an attempt to get the attention of Web surfers who have learned to ignore banners.
The websites, which collectively reach two-thirds of the U.S. Internet audience, must walk a fine line so they don't bug visitors so much that they stop returning.
"Studies show we ignore banner ads," said Jose Castillo, a new media consultant in Johnson City, Tenn. "Making them bigger and more intrusive won't work. We will tune those out as well."
So what's their solutions?
1. "Fixed panel" ads — which look like part of the static page, but scroll up and down as you do
2. "XXL box" ads — ads in which users can turn the pages
3. "Pushdown" ads — ads which open to display larger ads
Look, I understand that Internet publishers need these things to increase their ad revenue — especially media sites who are losing newspaper readers.
But, you know — ugh.