Playing Hide The Close Button

A rollout panel from a US Airways banner ad:

Can you tell how to close it before the video starts?
Click for full size

That’s the sort of panel that rolls out when you’re moving the mouse from the tab bar to the content of the story for scrolling purposes.  Some clever interactive marketing drone knows that if you make the mechanism for closing the panel require user action instead of a mere mouse out and then you hide the way to close the freaking panel, you’re engaging the user and making the ad interactive.

What this design genius fails to understand, or doesn’t care about, is that this ad is not interactive; it’s intervective, and this ad is not building positive brand affinity or whatever fluffy words they used to talk up their simplistic job of making a user look twice.

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