URL Bar Ads first love?

When you think about online advertising, what is the first thing that came out in your mind? Banner ad? Pop-up banners in every websites? 

Well, it seems that McCann Erikson Israel, one of world's largest advertising agency has developed a brilliant idea for a new platform to advertise and conduct their online promotional activities. It is through creating messages that is placed besides the site's URL.

“♥♥♥ I told my friend: “For Her, I would swim across the ocean” ♥♥♥

“♥♥♥ Cellcom Presents: First Love, Season 2. Press enter to watch ♥♥♥”

It was first developed for Cellcom, an Israel-based telecommunications company to promote their recent ‘First Love’ campaign which mainly focused on young adults and teenage first love experience. Which i think is rather an innovative and creative idea that i think it is something new to the advertising industry. Will it work effectively to attract attention? i must say, they certainly grab mine.

What do you guys think? Is this just another attempt to innovating a new ad space, or it is rather seen as a breath of fresh air to online advertising?

Sound off below, and tell me what you think! :)