BigCharts, CMPnet, Red Herring and other sites have begun to offer these oversized formats. They want more space on the page itself, and we're trying to accommodate them by being flexible. When the home page loads, the beginning of the lead story appears for 10 seconds, then fades into a 10-second animated ad. Visitors who want to go to the full story simply click on a link at the end of the article introduction before the ad starts, or after it finishes. A microsite, which generally appears as a pop-up window, is targeted to a single topic or promotional message.
Advertisers often pay to embed their microsites within other Web sites.
Microsites are also referred to as minisites . Another popular ad option is an advertiser microsite within a popular Web site. Wendy's promoted the campaign on tray liners and takeout bags. Anderman says there's a degree of technical expertise involved in moving beyond the full banner, but it's more a question of dedicating resources and setting aside some time to be creative.