Advertisers love “impactful” ads that grab attention. In the case of ESPN.com, that means rich-media units that break through or interrupt the content. There are plenty of readers who can’t stand it, but publishers have to pay the bills. ESPN might have wanted to pause its homepage rich-media “breakthrough” ad for its Jeep campaign when the site was running a story about Joe Paterno’s memorial service. The end result: a Jeep Wrangler rampages through the former Penn State coach’s casket. Yikes. Via NESW Sports.
More in Media
From brand deals to equity deals: creators want a stake, not just a fee
The creator economy is moving into a new phase: creators getting into companies at the ground floor through sweat equity or angel investing.
Media Briefing: Publishers question whether personalization actually pays off
Publishers are personalizing newsletters to get more value from readers, but questions remain over whether it’s a meaningful differentiator.
Publishers’ scorecard on Google’s ad tech remedies: they’re progress, but far from a clean win
After years of waiting for the DOJ to finally curb Google’s ad tech power, publishers are finding the devil in these new remedies.