ShortTail Media wants to radically alter what online ads look like and eventually how they are sold.  ShortTail Media is working on what they call Digital 30 (D30), which is a full-page, deliberately intrusive way to place an ad online.  It is built most specifically for 15- and 30-second TV spots, but what sets it apart from other video advertisements is that it loads between web pages like an interstitial.

Right now the only company to officially sign on is Reuters, but MSNBC.com and Weather.com have shown strong interest.  ShortTail Media believes that although this way of advertising is less sensitive to the user experience, it is a necessary step for advertisers who want to see ROI.

For more information about D30, go to: http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i17061a90a70e5dc7cf1f393def563199

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