Online publishers tout new ad options

NEW YORK: The Online Publishers Association (OPA), a coalition of nearly 30 digital content-providers, is conducting a media outreach and thought leadership effort promoting new interactive ad space that will be available to advertisers this summer on member sites.

NEW YORK: The Online Publishers Association (OPA), a coalition of nearly 30 digital content-providers, is conducting a media outreach and thought leadership effort promoting new interactive ad space that will be available to advertisers this summer on member sites.

Aided by its AOR, Dotted Line Communications, the group began the effort on March 10, with a target audience of the advertising and media communities. The initiative is focusing on advertising, marketing, and media trade publications, as well as mainstream outlets whose reporters cover the media industry, said Pam Horan, president of the OPA.

A goal of the OPA's effort, which comes at a time when publishers are attempting to replace declining print ad revenues with those from the Web, is to entice greater creativity in online marketing, she said.

“The one thing we hope this does is jumpstart a new creative renaissance in how advertising… is being delivered for online, and specifically for online content Web sites,” she said. “The fact is [with the new ads] there is a larger pallet to build greater creative, and there is an opportunity to bring brand experience on the page along with the content.”

OPA's new interactive ad displays will be available July 1.

Horan is also serving in a thought leadership role for the effort, participating in interviews about industry issues, commenting about publishing, and speaking at industry events, said Aimee Yoon, cofounder of Dotted Line. The organization has also conducted briefings with advertising agency executives, and it will roll out new members and research throughout the year.

The OPA hired Dotted Line, effective two months ago, as its AOR after interviewing a number of agencies. The agency's mandate is primarily to raise the brand awareness of the group and its efforts.

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