• by Gavin O'Malley  @mp_gavin, September 24, 2009

On the hunt for higher CPMs, media company Giant Realm on Wednesday rolled out a new ad unit that attempts to combine the reach and size of an interstitial with the content and interactivity of a full-fledged Web site.

Rather than a single piece of creative, the so-called "macrostitial" can support video, images, and editorial pieces, as well as community and social features.

"The Web offers an active experience, and ads that mimic this high level of interactivity will make a stronger impression on consumers," said James Green, CEO of Giant Realm.

Targeting men ages 18-34, the New York-based entertainment portal/ad network was founded by the William Morris Agency in mid-2007, and has since grown to encompass dozens of sites geared toward video games, sci-fi and independent movies and music.

Giant Realm's network of advertisers includes The U.S. Air Force, Nikon, Gillette, and Lionsgate, while it is not yet clear which will be using the new unit.

The macrostitials are designed to automatically launch when a Web site within the Giant Realm Publisher Group is visited. Once launched, they remain live for three minutes after the last interaction or until the visitor chooses to close out of it.

Content, such as video accompanied by audio, is immediately served in an effort to capture visitors' attention more quickly. There is an option to click on other videos, explore other areas of the site such as a photo gallery and feature articles, and interact with others in the community area.

In addition, units can feature a "Buy Now" button along with a link directly to a particular product's Web site.

Along with the William Morris Agency, Giant Realm's shareholders include SoftBank Capital, Comcast Interactive Capital, and the Edison Venture Fund.