Griffin New Media presents "The 300x250 Expandable". This is one of our new ad units designed to grab the attention of the user by revealing more advertising information when a user rolls over or clicks it. From a branding perspective, the 300x250 is considered by most advertisers as one of the strongest ad units for the amount of room it takes. With this in mind we have created a 300x250 that will expand to 600x250 allowing the traditional unit to become twice the size. When the ad transitions it will be the immediate point of focus for the user. It will collapse easily when the user is ready for it to, and it will not interfere with the content of the site.
The new 300x250 rich media unit is going to be the perfect ad place to showcase awesome video, or very creative imagery.This IAB standard ad starts out contracted then transitions based on user interaction. When users roll-over, or hover, their cursor over the 300x250 ad unit it will expand horizontally to 600x250. The ad will collapse when the user moves the cursor from the the top of the ad. If the ad contains video the user will initiate it to play. This will be a flash ad that will act much like our PPD. One .swf will represent the static 300x250. A second .swf will represent the expanded version (600x250).
The expandable 300x250 gives alot room for creativity. The imagery used can be static, animated, or a combination of both. When the ad is collapsed it could be a general idea, and when it expands it can contain more specific details on the direction of the ad. For example, the collapsed version could let users know there is a huge sale going on, and when it expands it could display some of the specific sale items. The sky's the limit. Or, the collapsed version could be static, and when it expands it could display a video (Youtube or MP4).
The IAB (Interactive Advertising Bureau) announced the recommendation of a new larger sized unit integrated from three of the existing IAB recommended ad sizes. One of those sizes was the 300x250, one of our most popular ad units. So it made sense to develop one of our two new creative ad units as a rich media upgraded version of this ad unit.
It was found that the larger format sizes, which are naturally more visible and provide more creative freedom, did prove to be significantly more effective than smaller, standard banners across all campaigns.
In IAB ad effectiveness research conducted by Marketing Evolution
Dimension: Collapsed (300x250px), Expanded (600x250px)
Load File Size: 40KB Collapsed, 100KB Expanded
Video Loads: User Initiated Load 2.2MB (Unlimited for Streaming video)
Source Format: FLA and exported SWF, Flash 9+, or AS3
Video length: 30 seconds max
Video Format: Youtube or MP4
Frame Rate: 24 FPS max