SEGA first to trial new 'Toggle Skin' advertising format on Gamespot UK for lauch of PS3 games
CNET Networks UK unveils new 'Toggle Skin' rich media online ad format
GameSpot UK users can customise web pages with SEGA game creative
To coincide with the launch of the PS3 console on Friday 23 March, video games publisher SEGA has signed a deal with CNET Networks UK to take over its GameSpot UK PS3 pages.
SEGA is the first UK advertiser to use a 'Toggle Skin' - a new rich media format created by CNET Networks. The ad gives users a choice of creative to customise the GameSpot UK PS3 pages.
SEGA is promoting four new PS3 games and wanted to take advantage of this pioneering opportunity to connect with GameSpot UK's massive audience of 3.2 million unique users*.
With the SEGA Toggle Skin GameSpot UK users can customise their experience via an area of the page called the Super Leaderboard - a rich media-enabled ad across the top of the page. The creative invites users to click on one of four options each promoting SEGA's games. Once clicked the background of the entire screen leaps to life with a 'Skin' based on the relevant game.
The creative surrounds the site's PS3 editorial and content with SEGA and game branding. GameSpot UK users can scroll up and down the PS3 page and the SEGA skin remains visible, making the Toggle Skin a high-impact, non-intrusive ad solution.
When a user is at the top of the page each SEGA creative bleeds seamlessly across the screen to create a striking branded image. Clicking on the ad takes users to a SEGA website packed with game information, background and downloadable screen shots.
The campaign, which targets core gamers, is designed to maximise the profile of the four games as interest and hype in the PS3 launch reaches fever pitch. SEGA's featured games are: Virtua Fighter 5, Virtua Tennis 3, Full Auto 2: Battlelines, and Sonic The Hedgehog.
The launch of the Toggle Skin ad format follows a pioneering heritage at CNET Networks. In 2001 CNET Networks invented and introduced the Skyscraper, Leaderboard and Messaging Plus Unit (MPU) ad formats.
Parbinder Dhariwal, group sales manager for consumer media at CNET Networks UK, said: "The launch of Toggle Skins is the latest example of CNET Networks' innovative culture. We've created a high-impact solution for advertisers that enhances the content environment for GameSpot UK users without interrupting their online experience. The Toggle Skin is innovative, engaging and fun and therefore perfectly aligned to SEGA's PS3 launch offering. This is another CNET Networks industry first."
About CNET Networks UK
CNET Networks UK is a part of CNET Networks Inc. (NASDAQ: CNET) a leading interactive publishing company headquartered in the US, with offices in 12 countries globally. The UK office was established in 2003. CNET Networks UK focuses on the business technology and consumer entertainment categories through five UK-focused websites: Builder UK, silicon.com, ZDNet.co.uk, CNET.co.uk and GameSpot UK. CNET Networks UK also delivers one-to-one services through its direct marketing arm CNET Direct; and events through the European Technology Forum.
