New Rich Media Ad Format Debuts
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The first of these highly rich, audio visual ads, called "transitional ad," by Real Media UK, appears on the UK-based Web sites of The Times (London) and The Sunday Times. Real Media, which helped Tangozebra to conceptually position the technology, says the new ads do not use streaming, or require any end user plug-ins.
Advertisers can specify which link on a page will trigger the transitional ad.
The inaugural transitional ad, branded for British Airways, is delivered when a user clicks on the travel or business links on The Times'home page. Real Media said the approximately three-second ad occupies the time it takes the browser to find the next page. Upon reaching the destination page, the user is offered the opportunity to click on a banner that links to the advertiser's site.
Real Media UK said the British Airways campaign, implemented by Agency.com,
July 14th and will run for a month.