• Overview of the Scratch Off Ad
  
  The Scratch Banner has a scratchable banner that is served on the right half of the 468 X 60 banner. The user has the option of clicking the left side portion (234 x 60) of the banner, which is just a standard graphic, or hovering over the right side of the banner to scratch-off or reveal another graphic.

• The End-user Experience

1. The user sees the Scratch Banner served on a Web page.
   

2. The user sees two parts to the Scratch Banner, Section A and Section B. Section A is positioned on the left side of the banner. Section B is a scratch-able graphic with a suggested call to action asking the user to mouse over or scratch the Section B graphic.
   

3. If the user clicks on Section A, they are directed to the advertiser's URL of choice.
   

4. If the user hovers over the right side of the Section B, the top layer graphic is removed with each mouse swipe, revealing the Section C graphic beneath it
   

5.  The Section C graphic has its own specific URL.
   

6.  A user not using IE 5.0 and higher on a PC will be served an alternative static 468 X 60 banner

• Data Logged by the Advertising System

   

  • The EIM Net@ds advertising system logs the following data and uses those data to create reports: 
    

  • Impression-Number of impressions for the ad as a whole.
    

  • Click Through-One click through event for the entire ad.

   

• Pricing

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