Disney Online, which claims to be the No. 1 kids and community family online entertainment destination, has announced the launch of a new advertising format that expands on the traditional banner ad.

'The Magic Banner' engages guests with animated designs in a single, enlarged ad space at the top of the page. This creative design allows site advertisements to interact with the navigational and logo space of the Disney.com homepage, as well as several other highly visited areas of the site an official release informs.

'The Magic Banner' integrates the site's original content with the messaging of Disney Online's advertisers. These media advertisements provide a magical way for Disney Online sponsors to maximise the impact of messaging, a company release says.

Once a guest arrives at the Disney.com homepage, 'The Magic Banner' animation actually originates outside the perimeter of the ad space and then draws the guest's attention into the ad itself. With the simplification of the ad space, guests do not experience clutter from competing messages, ansd advertisers have a larger, more eye-catching platform with which to communicate their message, is the company's claim.