So you bought a terrific sponsorship that involves three ad units on a page. The leaderboard on the top, a nice skyscraper down the right-hand side and the leaderboard on the bottom.
Now is not the time to run the same ads you run in ROS rotations.
You can see these sponsorships all over the web, where the advertiser owns the page and every ad unit on it. Such multi-unit sponsorships have a terrific chance of making a big impression on a potential customer, but all too often advertisers fail to take advantage of the space they've purchased.
Some of the best sponsorships use multiple ad units in concert. Think Budweiser and its multi-unit ad that poured beer from the top leaderboard into a frosty glass waiting in the side skyscraper. The worst sponsorships simply fill the space with three random ads rotating elsewhere on the buy, and the user ends up inundated with different messages for the same product that compete for attention.
When you buy interesting space, you need to fill it with interesting advertising that takes advantage of what you bought.
