ESPN's Dynamic Wallpaper Ad Looks to Cure Banner Blindness

Wide-screen HD video, real-time results hope to draw audience, engagement

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In the digital ad world, where static, unimaginative banner ads have been the standard unit for years, innovation is slowly breathing life into the drab and increasingly detested format.

ESPN.com today (Friday, Jan. 4) is rolling out its first dynamic wallpaper ad, which in anticipation of Monday's BCS national title game between Alabama and Notre Dame, allows visitors to the site to vote for the winner and watch one of two school-specific trailers geared toward amping up college football fans for the game.

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