Article

Emma Cullen
Emma Cullen 3 September 2014

Are We Seeing the Return of the Giant Banner Ad?

Recently, there have been several giant banner advertisements that have been appearing on a variety of web pages.

Gannett and their Gravity giant banner ads have been discussed a lot in the last week as USA Today launched their giant ad spot. You might have already seen the giant banner ads that appear at the top of the site’s homepage. Gannett is the company behind the campaign and they have created ’Gravity’ ads to create large banner advertisements that take over a person’s computer screen with a media rich banner advertisement containing high-quality video. 

 

USA Today are not the only company who are testing this placement for giant banner ads, others include Netflix and The History Channel. Further, Gannet is only one of several companies who are starting to use these giant banner ads. For example, the ad network Undertone has been selling ScreenShift ads that also work on a similar principle.

 

These giant banner ads are noting new though, are they? We have seen giant banner advertisements before, we have also seen ads that take over our whole screens before too, in the form of pop-ups. Further, video advertising is becoming the norm: think about the adverts you see before YouTube videos. 

 

So, putting the three in combination might be new, but how much are companies going to pay to have this premium service?

 

We also have to ask: do our customers want this? Native advertising is seen to be the current trend at the moment, as more and more companies use this advertising solution. However, companies such as BannerFlow have seen an increase in the production of banner advertisements. 

 

Either way, the evidence is conflicting, but it cane be said that these ’Gravity ads’ have cause a media stir with a lot of people talking about them, so obviously they’re having some kind of  impact!

 

This new placement of giant ads may reflect an up-and-coming trend in the world of banner advertising and it might be worth getting to grips with large banner ads.   

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