The new 970 pixel wide Push Down Ad Unit

The following OPA ad units have started appearing around the web:

• The Fixed Panel: 336 wide x 700 tall, remains constant as the user scrolls to the top and bottom of the page
• The XXL Box: 468 wide x 648 tall, opens for seven seconds to 936 wide x 648 tall with 1/24x frequency
• The Pushdown: 970 wide x 418 tall, opens to display the advertisement and then after seven seconds rolls up to 970 wide x 66 tall, with 1/24x frequency.

“The new OPA ad formats take advantage of the immersive nature of digital,” Julie Weitzner, vice president of media for Razorfish, one of the largest digital marketing companies in the world. “With these new ad formats, digital advertising can be a more interactive, engaging consumer experience while also delivering a more meaningful expression of a company’s brand.”

Some of the brands leveraging the new OPA ad units include:

• Bank of America will run the Pushdown on CNN.com and Time.com
• Cleveland Clinic will run the Fixed Panel on NYTimes.com
• CNA is running the Pushdown on Bizjournals.com
• Frito-Lay ran the Pushdown on Discovery’s PlanetGreen.com in the second quarter of 2009
• Mercedes-Benz will run various OPA units on FOXSports.com, msnbc.com, NYTimes.com, Reuters.com, The Wall Street Journal, and The Washington Post

“The new ad formats really struck a chord with the industry because they represented a change in the way marketers and agencies think about digital ads and new ways of delivering engaging brand campaigns,” said Pam Horan, president of the Online Publishers Association. “The caliber of the brands actively leveraging the new formats is impressive and our members are working hand-in-hand with agencies and marketers to provide the right tools for them to connect effectively with their readers.”

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This is a great example of a brand staying current. With the recent surge of graphic novels being made into motion pictures, this recent Adidas commercial manages to mimic the drama and visual impact of its counterparts.  It’s not often a commercial a) excites the consumer and b) leaves them wanting to see more.

Furthermore, the integration of Messi and Zidane into the commercial is smart. They are leveraged as personalities who contribute to the storyline and brand, rather than cliched thumb-raised cardboard cutouts, endorsing a boot.

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