The scoop: Blender, a CD-ROM and online music zine, offers a new way to capture consumer attention through a device called an exit ad. As users leave a Web site, an ad opens in its own window as the next site is loading.
One ad takes users through a five-screen quiz to determine if they're an alien. Alas, even after taking the quiz a number of times we never made the "alien" category, but Blender did tell us we were perfect readers for its zine. "It's all about taking your site to the user and not the other way around," said Jason Pearson, creative director and founder of Blender.
Although the company developed the concept to promote its zine, some Blender advertisers are interested in employing the technology, too. Blender's in-house agency, Dennis Interactive, is working with Lowe & Partners/SMS, New York, and Mercedes-Benz of North America to possibly create similar exit ads.
Where to find them: Blender (http://www.blender.com), Paramount Pictures (http://www.paramount.com), Suck (http://www.suck.com)
Networthy previews cutting-edge Net marketing. If you spot cool ads or Web site innovations, e-mail Kim Cleland at email@example.com or Matt Carmichael at firstname.lastname@example.org.