"Vedomosti" put "substrate"

A new advertising format has appeared on the site of the newspaper Vedomosti - “substrate”. It is a static banner that is displayed as a background image while loading the main page. After a few seconds, the muffled advertising background is completely hidden.

“Substrate” uses a natural delay in loading large pages with tables caused by software features, the newspaper notes. This radically distinguishes it from annoying rich-media advertising. Among other advantages of the format is its novelty, as well as the considerable size of the displayed image, which is hard to go unnoticed.

The cons of the “substrate” its testers include the inability to click on the banner, which limits the use of format in promotions aimed at attracting users to a specific site.
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So far, Vedomosti is conducting a series of test placements, but soon they will be ready to offer this type of advertising to all advertisers.