Online Advertising Playbook (II)

In part one of our online advertising playbook we featured various examples of non-traditional advertising options. Here, we conclude this coverage, showing how to spice up the presentation of your online ads.

Homepage Corner Peelback: As its name suggests, this dynamic ad is displayed in the corner of the page and peels diagonally to reveal the advertiser’s messaging. There is sometimes the option to close the ad out altogether.

Pros: The ad is dynamic, grabbing the reader’s attention as it peels back. It is hard to miss, and minimally invasive as it does not take up the whole page.

Cons: Some older users might find this type of ad confusing/irritating and navigate away from the page.

 

Homepage Leaderboard: is a classic banner located at the top of the page, usually in the center of the page, and may include animated graffics. It is often combined with other types of advertising, such as the Homepage Corner Peelback or the Homepage Roadblock (See part I at bottom).

Pros: Prominently located at top of page—hard to miss.

Cons: Its central positioning can dilute the media property’s brand, as it usurps the space typically designated for the site’s logo.

Floating Ad: Drops down or appears over the text of the paper; oftentimes animated, though not necessarily taking up a square or rectangular space, disappearing after an established amount of time.

Pros: Eye-catching, while not obstructing a large amount of the page; goes away without reader having to do anything.

Cons: Could be considered distracting.

 

Related Article: Online Advertising Playbook (I)


Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

North American World Cup Bid Moving Closer For 2026

North American World Cup Bid Moving Closer For 2026

FIFA has reviewed (markedly different) bids from Morocco and North America for the 2026 World Cup. Initial signs point towards the United 2026 bid, and as that gains traction, marketers can plan for increased interest here.


MARKETER INTERVIEWS: Nestlé and NFL Discuss What’s Next in Marketing

MARKETER INTERVIEWS: Nestlé and NFL Discuss What’s Next in Marketing

In what some are calling the fourth industrial revolution, new technologies like AI and VR are expected to dominate the marketing space. Marketers like Bravo and Fernandez agree that companies need to evolve to survive. We talked to Nestlé's Margie Bravo and NFL's Marissa Fernandez about what's next in marketing and how to prepare for what the future brings.


Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive. We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for social media analysis.