The Online Publishers Association has received commitments from more than a dozen new well-known online publishers, as well as a group of premium brands, as its moves forward with its new suite of high impact ad units this week.
The organization now has signed on 37 publishers to participate in its new brand advertising–focused initiative, which kicks off July 1, up from the 24 sites that jumped on board when plans were announced last March. For example, starting this Wednesday, Bank of America will launch a campaign which utilizes the OPA’ new “pushdown” unit, which by August will be featured on both CNN.com on Time.com.
That placement (970-by-418 pixels) temporarily takes over half of a site’s homepage. Recently, Frito-Lay began testing the “pushdown" on Discovery’s PlanetGreen.com.
Also starting this month are campaigns from the Cleveland Clinic, which will run the OPA’s persistent “fixed panel” on NYTimes.com, while Mercedes-Benz will test a variety of the new oversized OPA ads across NYTimes.com, FoxSports.com, MSNBC.com, NYTimes.com, Reuters.com WSJ.com and WashingtonPost.com.
The hope behind the new bigger, bolder creative push is to elevate the medium that is too often relegated to a direct response channel and two often judged by the click, said OPA president Pam Horan. “We want to put a stake in the ground for advertisers,” she said. “This is about fishing where the fish are. It’s not about trying to get consumers to click away. Why not take advantage of advertising in a rich content experience?”