Martha Stewart's Amazing House Ads

MarthaStewart.com just launched a beautifully stylized Beta site with the most interactive house ads I have seen. The house ads pull in 4 images of articles on the site that received the most pins on Pinterest into an MREC sized area. When users hover over each of the 4 pictures in the ad, it becomes highlighted. The ad clicks out to each of the 4 articles and prompts the user to pin them in the heading. 

Although house ads don't directly make publishers any money, they are great ways of driving traffic to a part of the website that users may not have known about, hence leading to more impressions and page views. What's smart about MarthaStewart.com's house ads is that they showcase and enhance the popularity of her articles on Pinterest which in turn will lead to more traffic once the articles are re-pinned. It also adds value to the user by showing them the most viewed content on the site.