Here is a short video demonstrating a commercial application introduced this week by Eye Wonder Labs of their PageMorph technology. It can be used to feature an underlying ad from a web page using a technique very different from the more standard pop-up. In this video I recorded a BMW ad that ran on a European moto sports website. The user clicks on a button and the page divides with the halves moving back in a curtain effect to reveal the underlying ad.
The actual instances where this technique could be used may be limited, but it just demonstrates the almost daily advances in web technology. Effective websites are dynamic, meaning it is important to maintain fresh content and use website design techniques that attract targeted traffic and convert business.