Activating Through Video: Not By Overlay Alone

From Video Insider - WHEN YOUTUBE RECENTLY ANNOUNCED ITS overlay ad model, forgoing the pre-roll and choosing instead to embrace an opt-in video overlay, it occurred to me that they'd forgotten that advertising in broadband video doesn't have to be a necessary evil if it's done right.

Hearing their argument that research showed a dramatic roll-off in viewing when consumers were presented with :30 and :15 pre-rolls led me to wonder whether or not ANY of the pre-rolls were any good to begin with -- or just versions of TV :30's and :15's that weren't created for the online medium. Did they forget that their medium is not the message, but in this case, the message is the message? | Read full article