Following nine months offline, Disney’s Go.com, the internet portal incorporating ESPN.com, ABC.com, Infoseek and Disney.com, has undergone a major facelift and slim-down.
The revamp focuses on web searching, after Go failed to match the growth of rivals Yahoo and America Online. Links to its sibling sites have also been reduced in number.
Disney has developed new formats for advertising on the portal. Rectangular units 30% larger than banner ads will be placed at the top of Go’s pages. There are also three larger ads employing technology that triggers links relevant to a user’s search; someone seeking ski resorts, for example, could receive a linked applet advertising skiwear.
Disney hopes to sell the new-style ad slots for $65-$85 per thousand impressions, compared to the current $10 for banners.
News source: New York Times