ShortTail Media announced earlier this week it has partnered with Schematic—a WPP Digital Company—and video measurement firm Visible Measures to develop a video ad platform that will allow marketers to insert 15- and 30-second television ads between Web site page loads.
Dubbed the Digital 30—or D30—the ads will be delivered similarly to interstitials. ShortTail reportedly will begin testing the new platform this summer.
Unlike television and radio ads, branding spots using the D30 platform will be measurable in terms of reach and engagement, according to ShortTail Media.
The company’s CEO, David Payne, has reportedly spent the last several months talking up his company’s new ad platform with publishers.
Reuters has reportedly signed on. Weather.com and MSNBC.com are reportedly seriously considering joining the test.
The D30 is deliberately interruptive in order to make up for the perceived weaknesses of banner ads that are unobtrusive and easily ignored.
The test comes at a time when offline advertising is shrinking while online advertising is growing, but not fast enough to make up for the offline losses.
As a result, online content creators are scrambling for ways to squeeze more money from the Internet and they are naturally drawn toward ad formats that are more intrusive.