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May 03, 2006
GIF antiques
GIF antiques: Forbes reports that a high-end gaming site is dropping traditional GIF banner ads in favor of richer media experiences. It makes sense that the changing effectiveness/usercost equation would eventually weed out mono-media filetypes, but I hadn't anticipated seeing a story like this. (There's an interesting line in there about a particular ad "taking over" the whole site for a day, and how the payment for that one placement kept the entire website in business, online and available to the public.) [via DART Motif blog]
Posted by John Dowdell at May 3, 2006 07:19 PM
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Really nothing new, Gamespot.com has done it for a specific section. (i.e. The PS2 page is re-designed around a title launching that week.) Proper XHTML markup and CSS usage make it possible with a minimal amount of work. Besides, banner ads get adblocked to easily nowadays.
This is really a reflection of what's going on in print media. Last year Target bought a whole issue of the New Yorker, all ads were for Target (but up to certain design standards and implementations so the magazine can maintain integrity.) I know for a fact that Conde Nast is planning on doing it more often, and it's changed the idea of buying ad space or pages entirely. Since media is conglomerating, companies like Conde are selling a campaign across their audience, complete with events, etc.
Companies are launching their products through them, acting more like a traditional advertising agency, since they command a large and specific audience. Can't imagine AOL/TW and companies like that won't start doing the same with their network of sites.
Posted by: PaulC at May 4, 2006 12:45 PM