Curtains

2009-07-09 11:02:27 UTC

Via the DFLL, a half-press-release-half-article about “PageMorph”, by a company named EyeWonder.

Here’s EyeWonder’s demo. It waits a minute or so before the ad fully deploys, for maximum caning-you-in-the-back-of-the-head effect.

Following quotes are from the aforementioned article.

Taking attention-seeking to a whole new level, rich media company EyeWonder on Wednesday debuted a new home page-takeover ad that appears to manipulate a surrounding Web page by shrinking, stretching, crumpling or otherwise animating a real-time screenshot of the page.

Shit like this is why I have JavaScript turned off in my browser.

“Attention-seeking”. More like grabbing viewers by the shoulders and shaking them while yelling into their ear.

Thoroughly immersing audiences in an ad experience, …

Similar to how you would immerse a lobster in boiling water, with about the same amount of screaming.

… the PageMorph takeover format is just what marketers and publishers are looking for…

And viewers are running from.

Also, I dispute that publishers are looking to piss off their readers. I generally think publishers like to keep people looking at their content.

“Publishers are looking to create premium placements to sell to advertisers while also keeping ad clutter off their home pages,” said Quist.

Of course. It keeps ad clutter off your page by ripping your page in half and showing the ad through it.

Here’s my own preview of the technology. (NSFW.)

EyeWonder reports that these ads often see a higher-than-average total time of interaction — some placements nearing the one-minute mark.

During which time, readers are going “ARGH WHAT THE FUCK I JUST WANTED TO READ THIS ARTICLE”.

Rich media ads accounted for 7% of online advertising during the first half of 2008, according to a study conducted by the Interactive Advertising Bureau and PricewaterhouseCoopers.

Is it just me, or is “rich media” a euphemism for “slapping readers in the face”?

Last year, EyeWonder reported that revenue increased 67% year-over-year, although the privately held company declined to provide specifics.

They had three customers and now they have five?

“Certainly display advertising has taken a hit during this recession and is a concern for everyone in the ad industry,” CEO John Vincent said earlier this year. “However, EyeWonder invested in 2008 in our service and product offerings…”

EyeWonder invested in… itself!

Meanwhile, today, Peter Hosey invested in my lunch. By making myself a sandwich.

2 Responses to “Curtains”

  1. Micheal J. Says:

    “Shit like this is why I have JavaScript turned off in my browser.”

    The majority of the work is done in Flash – from what I can gather JavaScript is only used to load the Flash. If you use ClickToFlash it never runs – which we’ve learned from AMB and “jd sez” should be managed with a Flash blocker so Flash will make our browser crash slower.

  2. Peter Hosey Says:

    Yeah, I use ClickToFlash myself. The minute I was referring to is after I figured out which Flash movie I needed to load to make it happen. ☺

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