New York Times Digital has been one of the more liberal publishers in accept or selling ads that alter the look of a page or are otherwise unavoidable. The site ran a DHTML ad from Oracle last year that featured a fighter plane that flew over text on the page. --Stefanie Olsen, Special to ZDNet News
New York Times Digital is turning its Web pages on their ears for a new advertisement from British Airways. Using dynamic HTML (DHTML), the advertisement turns the Web pages of select international and business articles sideways to show a "Fly Flat, Fly Free" promotion for the airline. After 5 to 7 seconds, the page turns upright and fades into the article requested by the Web visitor. A banner and "skyscraper"--or long, lengthwise ad--remains on the page. The campaign, which will run for two weeks, is given a "frequency" cap so visitors will see only one such ad per session.