The fisheye effect
Yesterday EyeWonder debuted PageMorph, a homepage-takeover ad format that manipulates the page upon which it sites by apparently shrinking, crumpling, stretching or affecting a real-time screenshot of the content with other means.
"Publishers are looking to create premium placements to sell to advertisers while also keeping ad clutter off their home pages," explained VP-Enterprise Solutions Erin Quist of EyeWonder. "Advertisers are seeking online ad space that will give their brands extensive reach and exposure to large audiences."
Via agency PLAN.NET, BMW Germany has experimented with PageMorph ad placements on the homepage of MotorSport-Total.com. View a demo of the effort.
EyeWonder claims such interactive takeover ads, which appear to interact with the content a user is actually interested in, enjoy higher-than-average interaction times — with some seeing up to a minute of engagement.
A study by the Interactive Advertising Bureau and PricewaterhouseCoopers found rich media ads, such as those vaunted by EyeWonder, accounted for 7% of online ad spend in the first half of '08.
EyeWonder hosts an open-source Universal In-Stream Framework, which works agnostically across most ad-serving providers and supports players built in Adobe Flash, Microsoft Silverlight and Akamai's Media Framework, according to MediaPost.
The Framework also supports the IAB's Video Ad Serving Template guidelines.
Ads that "interact" with content pages grew popular in late 2008, when in September an ad for Wario Land: Shake It! appeared on YouTube as an ordinary video. When played, it wreaked havoc on the entire page.
Last November and with the assistance of Eyeblaster, 20th Century Fox ran promotions for feature film Marley & Me on MySpace.com. In them, Marley — the canine protagonist — interacts with both banner ads and the MySpace homepage.
Finally, December saw an iPod touch ad in which Yahoo Games' homepage danced when the iPod started playing music.
Image credit: MediaPost.