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."
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.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
Wednesday, June 10, 2015
12pm ET/9am PT
Tuesday, June 16, 2015
12pm ET/9am PT