A report on the Adweek website brings a – frankly – chilling insight into the way advertising online might be headed.
According to Adweek, a US company called ShortTail Media…
…wants to radically alter what online ads look like and how they get sold. And he’s recruiting some of Web publishing’s heavy hitters to help in his cause: the creation of a new standard video ad unit for the Internet that can be sold much like TV. This summer ShortTail Media, will initiate a beta test of what it’s calling the Digital 30 (D30), a full-page, deliberately intrusive placement built to showcase traditional 15- and 30-second TV spots. But unlike most Web video ads, the D30 loads between Web pages much like an interstitial.
In plain English, that means your web browsing will be interrupted by full page, tv commercials between page loads. Personally, I can’t think of anything more likely to enrage the target audience and create precisely the wrong perception of your brand. Let’s hope that – if not the company – then media buyers see sense and consign this one to the dustbin.
AJ
