Digital Media - Mistake to Avoid #1: What Happens When Expandable Banners Expand On Each Other?

Situations like this (please see the images below) where banners "expand on each other"  is something we may not be able to foresee but with digital media growing immensely, mistakes like this must be prevented because:

Online Media Planning: Mistakes to Avoid

1. Brand image might be compromised as one brand is on top/below the other. It gets worst in the case of competing brands. For example, if Pepsi & Coca-Cola end up appearing in the same page with the similar situation and Pepsi turn out to appear above Coke, that would leave a negative impression for Coke although they are paying the same premium price to have rich media banners. And you won't have a very happy client.


2. Disrupts users' from being able to view content on the page which they WANT to read by blocking them with not one, but two expandable banners. This will eventually lead to an unsatisfactory experience, not only affecting the brands advertised but the website's image overall. Therefore: (1) publishers should take extra effort to configure their technical system to avoid such situations and (2) production house should ensure that banners are programmed to immediately close when cursor is not on the banner.

3. It's a costly mistake. Rich media banners are usually 30%-35% more expensive than standard banners, hence all the more reasons it should be properly executed.

Online Media Planning: Mistakes to Avoid

P/S: Nothing against MSN here, I believe many other publishers would have the similar issue. I'm just highlighting something that I noticed that happened to be in MSN.

                                          

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