• by Mark Walsh  @markfwal, March 14, 2008

Break Media unveils a new video ad unit today that expands across the screen and lets users view a high-resolution version of the clip.

If that sounds like watching a movie trailer online, it comes as little surprise that the initial high-res ad on Break.com is a preview for the forthcoming Universal Studios sci-fi thriller "Doomsday." While Universal will have exclusive use of the new unit for the next few weeks to promote the film, Break believes the high-res in-banner ad will appeal to other types of marketers as well.

"Increasingly, advertisers are demanding that video ads are presented in the most engaging fashion and highest quality possible," said Break CEO Keith Richman. "What we're trying to do is push that farther by taking video ads to high-resolution within an expanding form at the same time."

While the video falls short of the 720 horizontal lines of resolution that define the high-definition standard, it's slightly higher than the 480 lines of standard-definition resolution. The company opted not to offer video in HD because it would limit the potential audience too much.

Users opt-in to viewing the high-res version of the "Doomsday" trailer by clicking a button at the bottom of the media player that serves as a display ad in the upper right corner of the Break.com home page. Viewers can also watch the trailer in standard definition.

Entertainment companies such as movie studios, TV networks and video-game makers seem the most likely takers, and are a natural fit with Break's target audience of 18- to-34-year-old men. The video-sharing site recently rebranded as Break Media, comprised of Break.com and three new properties--Cage Potato, Chickipedia and Holy Taco. It also includes the Break Men's Ad Network.

For now, the new high-res ad is being offered only on Break.com. Richman said the unit will be sold at a premium to the typical $10 to $20 CPM charged for video ads on Break.com's main page, but declined to specify the rate. The increased bandwidth required for the HD ads will also cost more to serve.

Los Angeles agency Ignited, which worked with Break on the "Doomsday" placement on behalf of Universal, sees strong potential for the site's new format. "The closer we can get to recreating the 'living room' video experience online, the better our chances of moving a consumer to take an offline action," said Dave Martin, director of interactive media at Ignited.

However, Alan Schulman, senior vice president and executive creative director at imc2,(squared symbol here) wasn't so sure. While he hadn't actually seen the new video ad unit, Schulman questioned how much impact it would have on a computer screen.

"It's a nice technical advancement, but in a lean-forward medium like the PC you're not capitalizing on the dramatic difference of HD on the TV screen," he said. "I don't see it as being a significant differentiator for the consumer in adding more value." As a result, Schulman also didn't believe it would produce higher conversion rates than standard video ads.