The Brand Champion

Looks like ShortTail Media is beta testing web video ads that load between web pages.

Let me first state that as a consumer, I hate it. I don't want any unrequested interruptions on my path voraciously consume information.

As a marketer, however, I'm cautiously intrigued. The idea brings a new twist to the online media space, which is a good thing. If the spots are short, and viewing is forced (meaning no "click to skip"), it gives me more assurances my ad is seen. Depending on which publishers sign up, it should also give me more opportunities than the current pre-roll environments.

If they were really cutting edge with this, they would even add a social feature to share these videos with friends.

I'm hoping in their beta they include some testing to measure changes in brand awareness/consideration vs. annoyance of the tactic.

I'll be keeping my eye on this one.

(But the consumer in me still dreads the thought of it.)