Digg’s New Full-Page Background Ads

by claire on November 7, 2009

Digg and I have a love-hate relationship. I love my loyal friends I’ve made there.  I hate their seemingly non-democratic policies of whitelisting some sites who blatantly do not follow the Digg TOU, which states that you agree not “to advertise to, or solicit, any user to buy or sell any products or services,” while blacklisting others for a little advertisement below the fold in the right rail *snark*.

Lately, Digg has been trying a lot of new things with advertising (see Digg-fed Content Ads and Digg Ads announcements) The thing about Digg users is the loyal ones, like me, are there everyday….  The non-loyal ones are there briefly to check out a link a friend sent them and are gone.  In the past couple months, Digg has had over 40 Million Unique Visitors (Compete), and those Visitors have averaged 3 Visits a month.   The challenge is hitting us loyal users over the head enough to notice an advertisement, since we become desensitized and blinded to the normal ads.  Hit us up enough with a repeated ad, and we will bite.  Additionally, the challenge for those quick in-and-out users is to make an ad noticeable enough for them, too.  Take over the entire page, including the background, and loyal users and quick in-and-outers alike can’t help but notice.  Check out the latest full-page spread seen running through the sub-category PC Games:


Great branding for EA BioWare and memorable enough that I might just have to go buy a copy of Dragon Age.  Good move for Digg, too, very targeted placement and although it’s obnoxiously large, it’s unobtrusive and interesting enough to where I’m not bothered.  Great that the 728×90 and 300×600 are not competing but advertising for EA, as well.  Do you agree? Would you buy this placement? Consider buying a product from viewing this placement?

Is this the first time this sort of spot has appeared on Digg? (It’s the first time I’ve seen it, for sure).

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