Social media-focused ad net Federated Media is betting that larger ad formats and the ability to easily spread ads across Facebook and Twitter will help attract more ad dollars to its member sites. FM’s new premium ad product “Ad Stamp” was partially influenced by one of the new ad formats that is being promoted by the Online Publisher’s Association. Although FM is not a member of the OPA, which primarily represents large, traditional media companies, FM did consult with it on the use of the “Pushdown” ad that fills about half the screen at first, then rolls up to the top.

The move is part of FM’s attempt to broaden its appeal beyond tech advertisers and blogs and include verticals like home, food and entertainment as part of its stable of sites. At the start, however, the new formats will be rolled out across 10 of FM’s mostly tech-focused sites, including Mashable, BoingBoing, VentureBeat, Techdirt, BusinessInsider and others. A rep added that Ad Stamp is also available in its Home category, which includes Apartment Therapy, as well.

Separately, still no successor for CEO John Battelle. Back in May, the company’s founder said he will step aside as CEO, but sources described Battelle as “picky” about who to hand the reins. The company is expected to make a decision sometime within the next two months, one source told paidContent.

FM’s Ad Stamp includes two other formats besides the Pushdown, which expands to 970x418 length display ad, then collapses to 970x66 size. Advertisers will also be able to choose The Tower, a 300x600 ad unit that lives in the side-bar as the user scrolls down the page. But the one ad unit that fits most closely with Battelle’s social media focus is the “Conversationalist”—a 600x250 “social ad unit” that gives advertisers placement across Twitter accounts, Facebook fan pages, RSS feeds, syndicated content and other sites.

The promotion of these units comes as the display market has been witnessing some possible signs of a turnaround. Whether the use of larger formats will help pry more dollars from marketers is questionable, especially as the economy remains in a dismal state. But as FM’s Matt DiPietro told paidContent, it can’t hurt: “We know we have to provide more value for more brands.”

For users, he adds, the use of these formats should clean up the sites and provide a less cluttered experience. For example, the Pushdown removes all other brand messages from the site. 

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