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A button appears to shop, you click on it, and you see more products that hover over the ad.
So the idea is you hover over the ad and a small grey border appears, just like on a Flickr profile.
Then, once you hover over the ad (if you're on a desktop) or tap on it (if you're on a tablet), it actually flips over to show the advertiser's logo and company/product name right before the ad itself appears.
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Check out The Next Web blog and hover over the ads for a live demo.
If the user hovers over the ad for a few seconds, it expands into a canvas that gives the advertiser 100percentt share of voice in that space.
The only difference is that political advertising will have a special icon to help users distinguish between political ads & normal promoted stuff, and when people hover over those ads, we will display a pop-up disclaimer identifying who paid for the ad.
(Hover over the map to magnify).
For users, the ad is designed to minimize accidental expansions, as it requires the user to hover their mouse over the ad for two full seconds before the expansion occurs.
Well, CEO Alex Debelov said it's designed to be "very non-intrusive" — it doesn't play sound unless you hover your mouse over the ad (or, on mobile, when you actually stop scrolling).
Hover over the "X" next to the ad and choose from the drop-down menu: "Hide this ad," you could say.
At Advertising Week, Google today introduced a new ad format called Lightbox, which is a standard ad unit that expands into a super-sized canvas takeover ad after a user hovers their mouse cursor over the ad.
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com