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Procter & Gamble has run into a roadblock in trying to sell sites on running interstitial Web ads, the closest online relative to TV commercials.
After shopping around interstitials, which briefly monopolize computer monitors while content downloads, P&G has finally convinced some college-oriented sites to run the ads, which will be the maiden Internet effort for Scope Mouthwash. However, the girth of the ads, both in terms of their dimensions on computer monitors and file size, has caused the Cincinnati package goods company to meet with resistance from online publishers and ad buyers, sources said.
The Scope situation follows a pattern that began this spring.
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