• Advertising Age, Friday, June 27, 2008 9:45 AM

Disney has taken a leadership position in scoping out new venues where people can watch TV shows and advertising can be part of the experience. The company has been testing if viewers will watch ABC shows on-demand through cable providers that disable the ability to zip through ads. It is now watching the results of adding more commercials to its Web-video viewer.

"We want to test all forms of advertising as we see our content migrate to additional platforms. We want to be in those new places and we want there to be advertising," says Mike Shaw, ABC's marketing head.

ABC and rival networks have to tread carefully with these ad experiments to avoid annoying viewers, say experts. "They need to be careful balancing the consumer experience with the pressure for monetization," says John Moore, director of innovation at Mullen.

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