The Pushdown ad unit is becoming more popular now that some major Web properties have adopted it. In case you’re not familiar with the Pushdown ad unit, it’s those annoying ads that appear at the top of a Web page and actually ‘push’ the content of that Web page down further on your screen (sometimes a long way down your screen). Sometimes it can be hard to make them go away. However, advertisers are learning to love them, and it’s not surprising really. The surprise is actually that Pushdown ads didn’t gain momentum faster.
Pushdown ads are intrusive, and that’s exactly what the Online Publishers Association wanted when the ad unit was created a year or so ago. You may have seen them on sites owned by the New York Times, Discovery, ESPN or Conde Nast — some of the first well-known publishers to test the Pushdown ad format.
According to an article from BrandWeek, more and more companies are actively seeking Pushdown ad placement, including AT&T, Anheuser-Busch, Universal Pictures, and Nokia. In fact, Yahoo! has started testing Pushdown ad units in response to advertiser demand (and a desire to increase advertising revenue, of course).
The Online Publishers Association claims that Pushdown ad units allow advertisers to tell more complete brand stories and helps to provide a more creative advertising opportunity that should stand out from crowded online display advertising industry.
There is no doubt that Pushdown ads fall into the realm of ‘interruption marketing’. The question is whether or not people will feel the ads are too much of an interruption. Does the extra scrolling to get to a Web page’s real content bother consumers? Would it bother you?
We’ll have to wait for the inevitable research and statistics about click-through rates, abandon rates, and so on before we’ll know exactly how effective Pushdown ads are. I know I’m curious to hear how this one shakes out. What are your predictions? Will Pushdown ads be embraced by consumers or will Pushdown ads make consumers click away and search for another Web page that provides similar content without the extra scrolling requirements? Leave a comment and share your thoughts.
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