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OPA unveils new online display ad formats

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New York—Fighting the perception that the online banner ad is obsolete, the Online Publishers Association announced Tuesday that many of its members will offer new, larger display advertising formats on their Web sites.

The three new formats are: the fixed panel (recommended dimensions are 336 pixels wide by 860 pixels tall), which appears to be “naturally embedded” into the page layout and scrolls as a user scrolls; the XXL box (recommended dimensions are 468 pixels wide by 648 pixels tall), which has page-turn functionality with video capability; and the pushdown (recommended dimensions are 970 pixels wide by 418 pixels tall), which opens to display the advertisement and then rolls up to the top of the page.

OPA hopes that the ad formats will foster creativity in Web advertising and offer broader opportunities for interactivity, such as videos and lead generation.

Among the OPA members offering at least one of the new ad formats are: Bizjournals, Bloomberg, BusinessWeek, CNN, ESPN, Forbes.com, FOXNews Digital, IDG, msnbc.com, The New York Times, Reed Business Information, USA Today, The Wall Street Journal Digital Network and Weather.com.

—Sean Callahan

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