HuffPost bold advertising

It is always interesting to look at the advertisements on the Huffington Post, although I am not exactly savvy on all of the methods in which the site attains revenue, their choice of advertisements is definitely eclectic and vast. Currently the site has an ad that takes up the entire top of the page, and is interesting in that it acts almost as a backdrop for the title of the site, which seems to be a very bold move, it isn't boxed in, but has become part of the site, at least temporarily. The advertisement is for an HBO special with Will Ferrell.

While I thought it was interesting that the New York Times had not one but three advertisements on an independent media outlet's home page, I now realize with this advertisement that it is part of the style of the site to include the same main advertisement three times throughout the page. Once is very large and eye popping at the top of the page, including above the title of the site, while the other two are as you scroll down so you essentially can't be viewing the page without also viewing this advertisement. Redundant? I think it doesn't provide for any type of diversity for the site in terms of what you see at a glance. It may be successful advertising because one cannot help but to read it one of the three times that it is seen, however, it seems as though it isn't necessarily a popular design strategy because it takes up such space on the front page for all the same thing.