Menus for ads

Not sure how new is this or how old is this. But menu tabs of websites are also now used for advertising.

I saw this in http://www.ibnlive.com/ website. You mouse over on “News”, you see a “Swift ad and when you open the section, a “Swift” banner plays too. The other sections that were used for this kind of advertising are “Business – Sponsored by Progressive”, “Health – by Pfizer”, “Blogs – by Optra Magnum”and “Auto – by Honda Accord”. Slowly, all the sections would be sponsored, I reckon. Interesting…

Below image shows a few of them.