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NBCU to Run New Online Video Ads

May 7, 2007  •  Post A Comment

NBC Universal said it will only run ads that are 15 seconds or less in front of short-form digital video starting in July, as part of a new advertising strategy for its digital content. The network will only run 30-second spots in front of long-form video, or full-length episodes.
The decision comes amidst an ongoing debate on pre-roll 15-second and 30-second spots online. Most consumers disdain such ads, especially because they can’t skip over them. As a result, media companies have been exploring new forms of online video advertising.
NBC also said it has partnered with a handful of rich media companies to create new forms of online ads that let users direct the playback of advertisers’ messages and that enable branding in the video player itself, for instance.
“Research and client feedback tells us consumers are turned off by a spot that runs almost as long as the content itself. This new standard for short-form video ads, coupled with the advances in our online technology offerings, will ensure our clients’ creative is showcased in a way that maximizes its engagement with our online audience, enhancing not only the consumer experience, but the marketers’ brand equity, as well,” said Peter Naylor, senior VP of digital media sales at NBC Universal, in a press release.

One Comment

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