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Net users may have to get used to watching TV ads between web pages, if trials currently under way on high profile websites are successful.
The new video ads are being tested on 15 sites over the next five weeks.
They are the result of a collaboration between online ad developers, Unicast, and software giant, Microsoft.
But though users may find them annoying, they could ultimately reduce the overall number of web advertisements in the long term.
Hard to ignore
With the increasing commercialisation of the internet has come an explosion in advertising.
Most people have got used to filtering out the sales pitches in the search for useful information.
But 30 second-long TV ads that appear at random whenever you click on certain websites, will be harder to ignore than pop-up ads.
Unicast's Video Commercial is a full screen online ad format that plays a 2MB, 30 second, broadcast quality video, regardless of connection speed.
The format is based on Microsoft's Windows Media 9 Series and uses Unicast proprietary pre-cached technology.
As broadband is more accessable to many people now, these ads might features more on bigger sites, meaning big companies cashing in, if not more annoying for the consumer... or not...?
I suppose someone will develop a video ad blocker like they have popup blockers. I don't know what this will mean for the few areas and people still using dial up.