• Ad Age, Thursday, June 1, 2006 10:47 AM

Macromedia founder and current Brightcove CEO Jeremy Allaire said pre-roll video commercials and online video banners are becoming "trivial," according to Ad Age. Hmm, they may very well become trivial one day, as online video advertising becomes more exciting, but for now, these formats account for a huge and growing chunk of rich media spending. Speaking at New York's Streaming Media East conference last week, Allaire, whose company distributes online video programming and sells formats like pre-rolls and banners, told the audience that online video would quickly move into a "realm of very unique formats and sponsorship opportunities." What does he mean, exactly? For one, there's telescope advertising, which would allow consumers to pause video programs with a click and zoom in on various products they find appealing. They would then click on those products and be directed to landing pages where they could complete a purchase. Interesting, yes, but will consumers go for it? How often do you watch something on TV and wish you could immediately buy the main character's pants? Answer: maybe once, maybe twice, but probably never.

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