The top online publishers are moving beyond boring banners and other display ads that adorn most Web sites, seeking more attention-grabbing alternatives.

The Online Publishers Association, whose members include ESPN, CNN, The Wall Street Journal and The New York Times, is unveiling several ad formats to breathe new life into the lowly banner ad.

Display advertising lost much of its luster in the wake of the dot-com bust and has been overshadowed by search advertising, social networking and other more novel aspects of the Web.

“We’ve been talking about the creative for a long time,” said Pam Horan, the group’s president. “We need to think about how we will provide ad agencies with more of a palate.”

The group said the new formats will be available initially across more than two dozen top sites.

The formats are geared toward increasing the amount of space for advertising.