As consumers ignore traditional online banner ads, Web publishers have tried to replace them with higher-impact and more lucrative ads. In one of the latest examples, Hearst Magazines is launching
next-generation ad units that will let advertisers serve HD streaming video in real time.
The ads, which also are large-format units, tap into a greater interest among advertisers to
eschew the traditional pre-roll ad for spots that look more like editorial content. Hearst will launch the units with Gillette, which will promote its Venus Bikini Kit via custom videos that will run
on Cosmopolitan.com.
Read the whole story at Mediaweek »