Coolest Use of Banner Ads on the Web

17Jan08

Whether you’re a Mac or PC person, you have to check out what Apple is serving up for advertising on the NY Times Web site today. Apple has essentially bought out two perpendicular banner ad spaces and used interactive video that shows its popular Mac vs. PC characters. They interact with each other in both ad spaces. It’s fresh, dynamic and I found myself refreshing the page to watch it again; I’m pretty sure I’ve never refreshed a page to watch a banner ad several times. It’s clever and cuts through the clutter. The only strange part of the ad is that it quotes a WSJ reporter’s review of Leopard. I’d pull a quote from David Pogue instead.

Here’s a video that captures the screenshot in case you’re not able to check it out today:


Advertisements


4 Responses to “Coolest Use of Banner Ads on the Web”

  1. I agree that the campaign is excellent. On the other hand, it takes over the homepage, which makes me feel a little bit like the NYT has let down their guard — I go there for news, not ads.

  2. Hi Rick,
    Thank you for your comment. I understand what you’re saying but I think we have to remember that the newspaper industry is facing tough times because of the decline of subscriptions and newsstand purchases. Despite the situation, the NY Times did something very cool this year by taking away subscription fees on its archived and Times Select news stories so all Web users could read any article for free.

    As a business, if it’s giving its content away for free, it has to partner with advertisers and sponsors to support its operations and staff. We saw the unfortunate end of Business 2.0 this year because of a lack of ad revenue. So, the ads support the news we love and keeps great media outlets afloat. At least here, we see an example of a brand creating really cool, engaging advertising on the site.

    On a separate point: what you’re doing with 9Neighbors is really great. I’d love to learn more about it.

  3. Yes, they certainly need to be creative with advertising, and it’s great that they’re experimenting. My only concern is that if they do this stuff too much (they already tried it once: http://docs.google.com/Doc?docid=ddmd72p7_1236pfx6sg8&hl=en), it will cheapen the product, which will reduce the amazing CPMs they currently get. They make more than other sites b/c they have a great reputation, but if that reputation changes, they’ll make less.

    Thanks for asking about 9Neighbors. Our goal is to surface great independently-produced Boston-area news. We edit the site, but users can submit feeds and links, and vote things to the top of the site, as with Digg. We’re just getting started, and would love any feedback you have … (There’s a lot more to come!)

  4. I didn’t mind it on the site because I liked the ad; however, maybe I’d have a different opinion, if the ad presentation were not so interesting.

    As far as cheapening the product, I don’t think that is a major concern as long as readers can easily differentiate between the news and the advertisements.



%d bloggers like this: