Standard online advertisements include banners and small block ads, which consumers are more and more inclined to ignore. After they’ve become de rigueur, it takes a lot for an online ad to catch the consumer’s eye at all, much less for someone to click on it to find out more.

Some companies are offering solutions. Their new ad strategy has websites inserting 15 to 30 second video ads between pages on their websites. In order to get to the next page, viewers must watch the ad.

This may solve the huge gap between ads online and ads as they used to perform on TV and in print. Those ads would interrupt the viewer’s experience, forcing them to focus their full attention on the ad before being returned to what they were doing before. The online video ads may well serve the same purpose.

Users may not like it, but they may also adjust more rapidly than advertising marketers give them credit for. If every newspaper began using such ads in their online newsrooms, they might actually break out of their ever-decreasing ad revenue stream from print publication. Remember too that users have already become accustomed to similar short ads interrupting their online TV show viewing experiences.

This entry was posted on September 29, 2009 at 11:40 am. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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