On March 10, the Online Publishers Association (OPA) introduced three new advertising units designed to spur the creativity of online marketers.  The new formats offer a larger canvas for creative executions as well as some new functionality.

Here are the new units:

• The Fixed Panel (recommended dimension is 336 wide x 860 tall) looks naturally embedded into the page layout and scrolls to the top and bottom of the page as a user scrolls.
• The XXL Box (recommended dimension is 468 wide x 648 tall) has page-turn functionality with video capability.
• The Pushdown (recommended dimension is 970 wide x 418 tall) opens to display the advertisement and then rolls up to the top of the page.

At Eyeblaster, we have a lot of experience executing and serving premium formats, including hundreds of homepage takeovers, and are pleased to offer full support for all of these new formats to our clients.  Larger formats invite opportunities for more engaging and interactive creative executions.  We encourage agencies and advertisers to consider incorporating these new formats into your next campaign and look forward to working with you to take advantage of the new creative possibilities they offer.  Publishers should feel free to contact us about implementing these new formats in their sites.

For a witty perspective on the new OPA standards, we also recommend reading Adam Kleinberg’s blog post in iMedia Connection.