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Article: Margaret Manning, CEO, reading room.(Ad Watch)
- Article from:
- New Media Age
- Article date:
- September 2, 2004
CopyrightCOPYRIGHT 2004 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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O2's new Happy Hour campaign uses the increasingly popular over-the-page style of online advertising. The ads take the same format as its high-profile TV ads--shot at unconventional angles, they show prominent national landmarks such as the Forth Road Bridge and Big Ben superimposed with O2's neon 'Happy Hours' logo.
Over-the-page advertising has been around for a while now and has created a lot of industry noise for its sometimes intrusive nature and potential for usability issues by being rather easier to click unintentionally than close. I have to admit I'm one of those usually turned off by this format, but in this context it works. The angled images ...