British Airways is launching an online campaign using new rich
media advertising technology developed by the online advertising
solutions provider Real Media and the web software company
The non-response ads promise to improve response rates for online
advertising and deliver a more attractive and intrusive brand
The transition ads use rich media and run in between web pages: when a
user clicks to move to another web page, the ad runs while the next page
downloads. Advertisers decide which links on a web page will initiate
the ad, and it takes up the whole browser for those few seconds.
Joel Crawford, the European ad services manager at Real Media, helped to
develop the technology. He said: ’The first ad is great for grabbing the
attention of users because it is a bit more intrusive. Then you go
through to the next page where we deliver a banner ad or button which
takes the branding further.
’Sold as part of a banner package, we believe this is going to push up
response rates for online advertising.’
The BA campaign launches this week, and both Orange and BMW are
understood to be interested.