(Adweek IQ) Washingtonpost.com, the online counterpart of The Washington Post, has added three large interactive ad formats to its site.
The first new ad unit, the leaderboard, fills the entire width of the page just below the article page masthead. MSN, as part of its launch of version 8.0, is the first advertiser to use this new ad unit.
The second, the brand launch unit, is a sponsorship placement. When users visit a page containing this ad unit, they will immediately see a large ad unit. The ad then rolls up after a few seconds into the standard sponsorship position. The third, the enhanced billboard, sits at the bottom of the page and remains there even when a user scrolls down. Flash technology has been added to the unit.
In addition to MSN, The American Plastics Council, Covad, and Anheuser-Busch are among the first advertisers to use to the new units.