Online advertising is steadily maturing, of course, and here's another indicator.
Reuters.com reports on receiving its first-ever 24-hour full site takeover by Honda, for a campaign to introduce the 2005 Honda Odyssey minivan on September 22. A Reuters spokesman says it is believed to be the first time a major advertiser has executed a 24-hour full site run -- blocking out all other sponsors -- on a large, mainstream website as part of an online media campaign. (I can't confirm that for sure, but I'm not aware of another.) The buy is also cross-media, including Honda's message on the Reuters Sign at 3 Times Square in New York City, and a street marketing campaign on Military Island in Times Square.
UPDATE: MSNBC.com spokesperson
Kris Coratti sets me straight that this has been done before. MSNBC.com occasionally has sold such ad site-takeovers for several years.
