By: Ann M. Mack
(Adweek IQ) Forbes.com said Thursday that British Airways is one of four charter advertisers to sign up for its new half-page ad format.
The half-page unit, measuring 336 x 850 pixels, allows for rich media capabilities and runs within story pages surrounded by editorial content. The goal: to capture the attention of readers while they are engaged in the content. The other marketers who intend to use the unit were not disclosed.
Other online publishers, such as NYTimes.com, also run ads in the middle of editorial content.
Forbes.com has been aggressive in its drive to attract advertisers. Last September the online counterpart to Forbes magazine launched a money-back guarantee ad program [IQ Daily Briefing, Sept. 5]. The program stipulates that Forbes.com will reimburse any advertiser that commits to spend at least $100,000 over 60 days on the site if they do not see a statistically significant boost in their brand metrics.