• The New York Times, Friday, August 17, 2007 11:15 AM

Given that we live in such an advertising-overloaded society, wouldn't it be weird for a company like Didja.com, a collection of ads presented as content, to become a success?

Didja is (or rather, will be) a collection of ads presented as content. Of course, the ads-as-entertainment concept is nothing new--marketers have created Web sites, games and other content devoted to various forms of advertising for years. But the idea of a video bank containing nothing but ads is slightly different: Marketers did not create the site, which effectively makes it a celebration of advertising.

That's the part that makes sense. Consumers don't hate ads as much as you might think; how many times have you heard someone recounting a funny or clever ad they saw on TV? Rather, consumers want media on their own terms. The Web is and always will be "an opt-in audience," says Michael Jacobs, EVP of MRM Worldwide. Indeed, Didja predecessor veryfunnyads.com, owned and operated by the cable network TBS, has delivered more than 63 million video clips since August of last year.

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