{"id":31988,"date":"2010-02-12T04:16:19","date_gmt":"2010-02-12T04:16:19","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=31988"},"modified":"2010-02-12T04:16:19","modified_gmt":"2010-02-12T04:16:19","slug":"pushdown-ads-bring-brand-stories-above-the-fold","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/pushdown-ads-bring-brand-stories-above-the-fold\/","title":{"rendered":"Pushdown Ads Bring Brand Stories Above the Fold"},"content":{"rendered":"<p>The Pushdown ad unit is becoming more popular now that some major Web properties have adopted it.\u00a0 In case you&#8217;re not familiar with the Pushdown ad unit, it&#8217;s those annoying ads that appear at the top of a Web page and actually &#8216;push&#8217; the content of that Web page down further on your screen (sometimes a long way down your screen).\u00a0 Sometimes it can be hard to make them go away.\u00a0 However, advertisers are learning to love them, and it&#8217;s not surprising really.\u00a0 The surprise is actually that Pushdown ads didn&#8217;t gain momentum faster.<\/p>\n<p>Pushdown ads are intrusive, and that&#8217;s exactly what the <a href=\"http:\/\/www.online-publishers.org\/\" target=\"_blank\" rel=\"nofollow\">Online Publishers Association<\/a> wanted when the ad unit was created a year or so ago.\u00a0 You may have seen them on sites owned by the New York Times, Discovery, ESPN or Conde Nast &#8212; some of the first well-known publishers to test the Pushdown ad format.<\/p>\n<p>According to an article from BrandWeek, more and more companies are actively seeking Pushdown ad placement, including AT&amp;T, Anheuser-Busch, Universal Pictures, and Nokia.\u00a0 In fact, Yahoo! has started testing Pushdown ad units in response to advertiser demand (and a desire to increase advertising revenue, of course).<\/p>\n<p>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.<\/p>\n<p>There is no doubt that Pushdown ads fall into the realm of &#8216;interruption marketing&#8217;.\u00a0 The question is whether or not people will feel the ads are too much of an interruption.\u00a0 Does the extra scrolling to get to a Web page&#8217;s real content bother consumers?\u00a0 Would it bother you?<\/p>\n<p>We&#8217;ll have to wait for the inevitable research and statistics about click-through rates, abandon rates, and so on before we&#8217;ll know exactly how effective Pushdown ads are.\u00a0 I know I&#8217;m curious to hear how this one shakes out.\u00a0 What are your predictions?\u00a0 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?\u00a0 Leave a comment and share your thoughts.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Pushdown ad unit is becoming more popular now that some major Web properties have adopted it.\u00a0 In case you&#8217;re not familiar with the Pushdown ad unit, it&#8217;s those annoying ads that appear at the top of a Web page and actually &#8216;push&#8217; the content of that Web page down further on your screen (sometimes [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95,1145],"tags":[6187,646,520,6185,6186],"class_list":{"0":"post-31988","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand","7":"category-featured","8":"tag-interruption-marketing","9":"tag-online-advertising","10":"tag-online-branding","11":"tag-online-publishers-association","12":"tag-pushdown-ad","13":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - 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