Already deployed by several advertisers, the new unit makes formal debut.
Rich media technology player PointRoll breaks with its universal "Boy" branding today, launching a new roll-over ad format called "FoldOver."
The unit displays in the top right corner of Web pages, with text that encourages users to roll over. When a user complies, the corner folds down onto the content and a large, nearly full-page ad appears.
PointRoll execs said the company has been selling the product for several months already, but today marks its official launch. MasterCard, Yahoo, Sears, Audi, Qantas, and Dell have already used it in their online campaigns. Publishers offering the unit include Yahoo, iVillage and Kelley Blue Book.
"For an advertiser, it's a really good, high-yield unit. For a publisher... it's an innovative, unique look, [and] increases yield," said PointRoll VP of Marketing Mitch Rose.
It's the first product from PointRoll not to carry "boy" branding. The company's other rich media and roll-over units are dubbed FatBoy, TowelBoy, TomBoy and BadBoy.
PointRoll is up for sale, ClickZ learned in January. The company has secured the services of Tolman Geffs at Jordan, Edmiston Group to entertain offers. Additionally, Rose said the firm has nearly tripled its sales volume in recent months.
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Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
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