Perhaps the "best pizza ad format" works with web, we may have to leave out our assumptions because only tech savvy individuals speak of white space, spacing, kerning, and all that other stuff. Frankly many people do not even know the difference between IE and the Internet and a browser?

Edit: If you built a browser aimed at the masses you should just title it "The Newest Internet" or "Get a Faster and More Secured Internet," rather than "Faster and More Secured Browser."