As the Internet powers forward as the premier communication channel, we continue to see entrepreneurial efforts for capitalizing on innovative ways to measure, sell, and/or develop online capabilities.
David Payne, former head of CNN.com and currently CEO of ShortTail Media, is one pioneer who wants to revamp the way online ads look, and how they are sold. Payne’s approach consists of creating a new standard video ad unit that can be sold much like a television spot. The whole concept is based on the hypothesis that brands on the Internet are not being presented in the most effective manner when utilizing static pages and banners.
For this reason, ShortTail Media has developed a beta test video called Digital 30 or D30. These full-page videos are designed to pop-up between websites while they are loading. More of a teaser, these spots are meant to entice potential customers to see the entire commercial, and result in a different approach to raising sales.
This intrusive beta test will start this summer in partnership with Reuters as a client. A new entrepreneur, a new spin – we’ll wait to see if this “new” measurement system works or flops like many others have in the past. |
