Disney to Test New Interactive Ads on abc.com

DISNEY TO TEST NEW INTERACTIVE ADS ON ABC.COM
[SOURCE: Reuters, AUTHOR: Gina Keating]
Walt Disney Co. will try a new type of advertising when it begins showing prime-time ABC television shows on the Web, using a single, interactive ad during each break rather than the flurry of short spots that are the norm on network TV. Each online episode will kick off with a 10-second sponsorship message from a single advertiser and will feature one commercial from that sponsor per commercial break. Commercials from each advertiser will cycle through an episode every time it is viewed online, meaning that different commercials could appear each time the show was watched online. Only three of the five commercial breaks built into episodes for broadcast television will be used in the online model. Viewers will have to watch or click through ads to get to the next segment of the program. The commercials were designed to last at least 30 seconds, but some feature interactive games, coupon offers or product information that may engage viewers longer. There is the option of clicking out of the advertisements and returning to the program after 30 seconds.
http://today.reuters.com/news/newsArticle.aspx?type=internetNews&storyID...