Users can "remodel" their ad to expand into do-it-yourself Yahoo! original video content sponsored by Home Depot
Home Depot is a giant in the home-improvement industry, but for their rich media campaign they went small, choosing an efficient expandable format called a "Boardwalk ad" that ran along the bottom of a page on Shine from Yahoo!. True to its tagline---"More saving. More doing."---Home Depot's ad saved space on the page while letting the user opt to do more with it.
The ad was tied to the Home Depot-sponsored biweekly Yahoo! original video series "D-I-Why Not," that focuses on efficient and effective home improvement techniques "for the design enthusiast in all of us." The Boardwalk unit serves out of the bottom of the screen as a 990x50 animated teaser. Once the teaser is over, it contracts to a static 25 pixels peeking up above the fold.
Clicking "Expand for More" pushes the Boardwalk to a height of 500 pixels and kicks off an episode of "D-I-Why Not." The user can opt to watch the entire episode as host Jeff Meacham doles out practical advice to homeowner Brian about efficient and inexpensive ways to turn his kids' playroom into a man cave (one tip---for the bar, maple butcher blocks are less expensive then granite).
The user can also close the ad or click through to the man-cave page on the Home Depot Project Center on Yahoo! Homes.
The Home Depot Boardwalk ad on Shine is a rich (media) example of how an advertiser can maximize messaging via interactivity with minimal intrusion.
Click here to save more and do more.
---Thomas T. Lady
