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