Professional networking service LinkedIn is looking to the future of online banner ads after teaming up with Flite to create a new breed of dynamic ad platform which updates in real time.
Google currently dominates the $17bn online display ads sector but with this market projected to grow to around $200bn Flite believes it can carve out a slice of the action for itself.
Eschewing the static images of present the new breed of ad more closely resembles a “miniature website”, incorporating video, polls, forms and social media content.
Publishable on the web, mobile or inside Facebook each “unit” is predicted to register an improvement in ROI of a multiple of eight and 20.
LinkedIn is keen to skip the middle man in its advertising and develop its own ad units in a drive to convince brands to work directly with the firm.