Feeds

New web ads target floating readers

'Multi-sensory stimulation' is the key

  • alert
  • submit to reddit

Security for virtualized datacentres

Web advertisers continue to look for new ways to punt their products to an increasingly indifferent public.

Advertising.com has been looking into how to give new vigour to web adverts. Apparently, the company's 'Intellisource' brand measurement and research tool has gleaned the following significant intelligence:

  • Banner ads created with the objective of leaving an impression on the viewer generated three times the rate of viewer recall than average Internet banner ads
  • Ads with consistent and prominent placement of a product or company name generated recall rates 20% higher than those advertisements without such placement. In addition, ad graphics and color played significant roles in establishing brand recall, affecting consumer recognition with twice the impact of other variables, such as call to action

All well and good. But how do you get across your message to an audience now largely immune to traditional banner advertising? Answer: the 'floating' ad.



Well, advertising.com has created such a floating ad product "designed specifically to generate and retain brand awareness online. Floating ads appear in the center of the browser then float to another location where they remain until clicked."

According to Scott Ferber, co-founder and chief executive officer of Advertising.com: "Floating ads meet all of the criteria for successful brand recall outlined in the Intellisource research. They maximize logo placement, delivering unmatched impact in their ability to prominently and persistently appear before the consumer without interrupting viewer action on the site, and are created with the objective of leaving an impression. With the addition of sound and movement effects, these ads take online advertising ?beyond the banner,? providing the multi-sensory stimulation not afforded by traditional banner ads."

It remains to be seen whether punters appreciate such multi-sensory stimulation, or (as in the case of Flash), floating ads will become just another source of immense irritation to web users. ®

Related Links

The iwire article

Reducing the cost and complexity of web vulnerability management

More from The Register

next story
Oi, London thief. We KNOW what you're doing - our PRECRIME system warned us
Aye, shipmate, it be just like that Minority Report
WRISTJOB LOVE BONANZA: justWatch sex app promises blind date hookups
Mankind shuffles into the future, five fingers at a time
Every billionaire needs a PANZER TANK, right? STOP THERE, Paul Allen
Angry Microsoftie hauls auctioneers to court over stalled Pzkw. IV 'deal'
Apple's Mr Havisham: Tim Cook says dead Steve Jobs' office has remained untouched
'I literally think about him every day' says biz baron's old friend
Cops apologise for leaving EXPLOSIVES in suitcase at airport
'Canine training exercise' SNAFU sees woman take home booming baggage
Flaming drone batteries ground commercial flight before takeoff
Passenger had Something To Declare, instead fiddled while plane burned
prev story

Whitepapers

Secure remote control for conventional and virtual desktops
Balancing user privacy and privileged access, in accordance with compliance frameworks and legislation. Evaluating any potential remote control choice.
WIN a very cool portable ZX Spectrum
Win a one-off portable Spectrum built by legendary hardware hacker Ben Heck
Intelligent flash storage arrays
Tegile Intelligent Storage Arrays with IntelliFlash helps IT boost storage utilization and effciency while delivering unmatched storage savings and performance.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Beginner's guide to SSL certificates
De-mystify the technology involved and give you the information you need to make the best decision when considering your online security options.