The Week: Advertising news - DJ trials new ad format

The Brighton Port Authority, the new band formed by the DJ Fatboy Slim, is trialling a new performance-based advertising model in a banner ad campaign created by the digital agency Silence.

The cost-per-engagement format will see Southern Friend, the band's record label, only pay the publishers when consumers roll over to view an online display ad, rather than the more conventional way of paying per number of page views.