IAR: NYTimes.com Tries Interstitials
New York Times Digital , the online arm of The New York Times Co., rolled out an interstitial campaign for Sony Pictures' recent release, "Adaptation."
"We're experimenting with lots of different formats," said Jason Krebs, vice president of ad sales at NYTimes.com. "This is certainly one of them. Advertisers have certainly picked up on it."
FPBA's technology, called COMMFLASH loads a commercial in the background of a Web page. When the user exits the page, FPBA serves a full-page, between-page advertisement in Flash, gif or rich media. Since there is not a need for opening a separate window, the COMMFLASH ad launches immediately, covering the screen while the next page loads for the user.
