Digital Pulp Blog

We’ve watched year after year the slow, painful decrease in click-through rates of traditional ad banners. And actively encouraged clients to opt for a rich media campaign using the ad banner as a branding vehicle to measure engagement over click through. Well MSNBC.com has taken it a step further and done away with the banner and replaced it with a rich sponsorship:

“With the redesign, the media company hopes to be able to sell large, customizable ads and put an end to the “pageview” metric, focusing more exclusively on user engagement such as time spent on pages … As many as 30 different ad combinations are possible with the new design, with a flexible layout that is based on the sponsorship, says Charlie Tillinghast.”

At least one major agency has approved of the new approach but we’ll have to wait and see if other sites will follow MSNBC’s lead.

Read more here:  MSNBC.com Redesigns, Does Away with Pageview Metric