Time Inc finds a new online ad opportunity

Time Inc. has developed a new ad unit that lets brands take over the wallpaper on its publications' Twitter profile pages. This next-generation advertising opportunity lets users customize the space. In the past this space has been used to promote the owner's product (in this case Time Inc publications) or nothing at all. Jergens Daily Moisture was the first brand to try this out on People Magazine's twitter page. The question is: is this genius or just another annoying demostration adding to the clutter? At the very least, I commend Time Inc. for trying it. See the full story including images here: http://adage.com/article/media/people-stylewatch-turns-twitter-wallpaper-ad-space/237506/