FM Folds OPA's New Units Into a Premium Roadblock

  |  September 10, 2009   |  Comments

Three units are combined to give brand advertisers total share of voice on a site.

Federated Media (FM) is launching a premium, three-part display advertising product that will allow consumer brands to own all the ad real-estate on FM-published Web sites, avoiding competition with other advertisers.

Called "Ad Stamp," the product includes a 970x418 "pushdown" that drops down from the top of the page and then collapses to a 970x66 banner, a 300x600 tower along the side of the page and a 600x250 unit at the bottom of the page, called "The Conversationalist." The first two formats are among those introduced by the Online Publishers Association earlier this year, as part of an effort to improve the creative potential and brand impact of display advertising. The last format includes social networking elements such as corporate and product blogs, Twitter accounts, Facebook fan pages, RSS feeds and syndicated content.

"This is the first ad unit we've rolled out that has the ability to put a wrapper around all of a brand's social media identities," said FM Director of Marketing and Communication Matthew DiPietro. He noted advertisers will have control over the creative content of the formats.

"The current state of online media is, at the very least, cluttered," said DiPietro. "Most brands, when they buy advertising, are competing with other brand messages on the same page since most sites work with dozens of ads. There's very little rhyme or reason to what shows up and this is an opportunity for the brand to own all the ad space on a site so it's not competing with other brand messages."

DiPietro said pricing will depend on "the usual things," including the quality of a site's content, its audience and its reach. He stressed Ad Stamp is a premium product, "so it's not the case that you can buy this at a dollar CPM like you can with other units."

The current plan calls for the product to be available to only one brand per day on a given site, for up to five days per month. Through the use of cookies, the pushdown element will appear only once daily to viewers of sites running Ad Stamp campaigns.

Sales of Ad Stamp will be conducted in-house by FM's sales staff, said DiPietro. He said the product will first be rolled out on a select group of about 20 FM sites within the company's tech and home categories. Federated Media represents more than 100 Web sites, blogs and social networking applications.

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