Mail Online signs Nivea to Bellyband ad format

LONDON - Mail Online has signed Nivea as the first advertiser on its new Bellyband ad format.

The Bellyband format stretches across the width of the MailOnline site and intersects the page.

Nivea's campaign is running across four areas on the site, including Femail, Health, Coffee Break and You Mag, until the end of September.

Readers are encouraged to click-through to the Nivea website, where they can sign-up to receive a free product sample of Nivea Soft moisturising cream.

Andy Mitchell, commercial director at Associated Northcliffe Digital, said: "MailOnline's launch of the Bellyband format marks a global media first.

"The initial success of the campaign demonstrates the readiness of readers to engage with new creative ad formats that show a clear call to action."

The ad campaign was booked by media agency Carat, and designed by creative agency Fork.

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