ANM offers new format for brand advertising evolution

by Daniel Farey-Jones,, Brand Republic 14-Feb-05, 08:00

LONDON – Associated New Media has introduced half-page vertical ads on personal finance website This is Money, with Barclays the first advertiser to take advantage of the opportunity.

The new format measures 330 by 850 pixels and was introduced in response to industry research by Dynamic Logic showing that a large rectangle generates 74% higher awareness than a banner and that one exposure to a video ad is almost twice as effective as 10 banner impressions.

It has been successful for advertisers in the US and ANM is hoping it will build on its recent introduction of super size banners and skyscrapers on the Daily Mail online and This is Money.

Mark Milner, chief operating officer at ANM, said: "Brand advertising online is evolving rapidly. Consequently, we are developing increasingly sophisticated advertising formats, which allow greater creative flexibility and visibility to ensure our advertisers' needs are met."

This is Money is also using Ad Impact, which limits the number of ads displayed on a page at any one time, increasing response.

The Barclays campaign promoting its Dream Ticket cash machine competition is a week long and was brokered by Starcom Digital.

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