The website for the Bermuda Department of Tourism has been singled out as an example of the "next generation of advertising" on the internet by the Boston Globe.

An article in Monday's edition of the US newspaper, called 'Web Sites Becoming Inundated with Next Generation of Advertising', states that while Internet advertising is part of the show, banner adverts - ones that run across the top of your screen - have been a resounding failure.

And companies are trying out different ways in which to advertise without annoying the internet user, including the new Bermuda advert.

Different strategies and formats include pop-ups, pop-unders, streaming videos, flash animations and tiny cartoon characters that bounce around the screen but Bermuda's site is singled out for its innovation.

The new format used by the Tourism Ministry is called "rich media" and is seen as one of the next generation of adverts which are hoping to entice people to buy their product.

The Globe said: "You click on the front page of a major web site. Within a few seconds, as you are still reading the page, a very small circular image of a balmy beach scene appears. Then, before you get a chance to click on it, or click away from it, the circle contracts and zips to an undulating text ad in the upper right corner that reads, 'Out of the Blue: Bermuda'."

The Boston Globe said that when you click on the text you are delivered to the official site of the Bermuda Tourism Board.

It added: "You've just experienced a 'rich media' advertisement, specifically a 'shoshkeles' created by a New York-based company called United Virtualities.

"These ads, which have driven high-profile web campaigns for Boston.com and Monster.com, are part of the 'rich media' category."

To see more of The Boston Globe story go to http://www.boston.com/globe.