• by Laurie Sullivan , Staff Writer @lauriesullivan, March 17, 2008

It's no secret that interactive ads create a tighter bond between consumer and content owner or brand. But content owners want new and interesting interactive advertising models. Patrick Keane, EVP CMO, CBS Interactive, says there's lots of ad agencies, but few offer advertisers something new and different. Keane says "We have ad overlays, pre-rolls and post-rolls, and Matt Damon running across the screen to promote Bourne Ultimatum, but it's not enough."

Companies are experimenting. New advertising models will be created, opening the flood gates. The problem is more ad executives are thinking about selling, not creating new models. "Click through came first, and then text-based search advertising," says Jonathan Miller, founding partner at Velocity. "The real interesting model for video hasn't been developed yet. We're not there."Â

Â

During the discussion panelists also agreed difficult economic times will bring awareness to the interactive medium.Â

Â

Â