“The industry is going through a tough time, and many sites are lucky to sell a fraction of their ad space,” said Patrick Keane, analyst at Jupiter Media Metrix “As a result, people are willing to push the creative envelope a bit.”
The Interactive Advertising Bureau is monitoring consumer response to the new ad formats. Robin Webster, IAB’s president, said online advertising “is hardly tried and true. It is not TV. We haven’t had 40 years to figure it out … We have to be willing to try new things.”
