John Hanlon Reviews

John’s Monday Tip of the Week: Peel Backs and Moving Forward

Good evening, buy

Earlier today, your station managers received an e-mail stating that peel backs (the ads that peel down from the top of your site) are going away at the end of the year.

If you were unaware of this e-mail, here’s the most important part of it:

“Peel Backs are on their way out. The primary reason is the main Ad Server system the industry uses Double Click/DFP/Google Ad Tags is rumored to stop supporting ads of this nature soon. Additionally, these type ads are not Mobile friendly.”

That means your stations– all of them, not just the Newstalk ones– need to start preparing to relocate ads that are currently in that spot by the end of the year (If you have campaigns that expire before 12/31/2015, don’t worry about this. Just plan to stop using this position at the end of this year.)

This brings us to John’s Monday Tip of the Week.

The good news is that a lot of stations aren’t currently using the peelback but the negative news is that stations that are need to start looking for a different advertising option.

Other than the 1000×55 floater (which I wrote about previously), the other big ad spot that is being underutilized right now is the 800×360 pop-up advertisement. You can check out an example of that spot being used here: (or in the attached screenshot)

The great thing about this ad spot is that it shows up in the middle of the user’s screen when they first come to the site. It’s big and it calls attention to itself and disappears after only a few seconds.

Additionally, you can set this ad spot to only appear once every 24 hours. That means that if a user comes to the site in the morning, they will see the ad only once that day (so the spot will help you promote your event/show or competition WITHOUT annoying your listeners).

For some of your stations, I’ve set up ads in this spot promoting your Fan Clubs and your listener databases but if you have a better ad for that spot, you can feel free to change it at any time using DFP.

Losing an ad spot is never fun but there are plenty of ways to make up for that right now. If you want some more ideas about where you can promote your events, shows or promotions on your sites right now, please let me know and I can look over your site and offer some more advice.

This has been John’s Monday Tip of the Week.


John P. Hanlon