MTVN touts shorter web video ads

19 July 2009 | 15:49 - By Stefano Boscutti

MTV Networks believes it has found a better answer for short-form online video advertising than the derided 30-second pre-roll - very short video spots (five seconds long) accompanied by corresponding but slightly delayed display ads.

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The company this week disclosed the results of an elaborate study on online video advertising called Project Inform. That effort sought to find a better ad standard for the burgeoning medium, preferably one that combined brand effectiveness with user tolerance. By early 2009, it had boiled down its list of potential ad formats to three, including the classic pre-roll. Another unit was called the Lower 1/3 Product Suite, which combines five-second pre-rolls with transparent Flash ads that take over the bottom third of users' video screens only after 10 seconds of content has streamed. The other unit was dubbed the Sideloader Product Suite, which also utilizes five-second spots and delayed animated display ads appearing at the side of the video player.  Guess which one won out?

http://www.adweek.com/aw/content_display/news/digital/e3i73ce69e9b334a24d76dd2e6525fbfc27?pn=1

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About this Blog

New New Media looks at how our mediascape is exploding to bits. How the latest technology and the internet are changing the way we live, work and play. How the latest media is shaping us all.

Stefano Boscutti is an executive creative director and strategist. He's like a better looking version of Todd Sampson. He also has an abiding faith that stories and wordplay (and not powerpoint presentations) will change the world.

 
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