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NEW YORK PointRoll unveiled a new rich media ad format intended to move more local advertising budgets online.
The Fort Washington, Pa., firm’s new PaperBoy unit is a banner ad that expands to show product information and sales, much like newspaper circulars. PointRoll parent company Gannett, Knight-Ridder, Tribune Company and Yahoo plan to offer the ad unit on their Web sites. In all, the sites reach 104 million Internet users per month, PointRoll said.
PaperBoy is designed to solve the imbalance between national and local online ad budgets.
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