MTVN Touts Shorter Web Video Ads

NEW YORK MTV Networks believes it has found a better answer for short-form online video advertising than the derided 30-second pre-roll: very short video spots (five seconds long) accompanied by corresponding but slightly delayed display ads.

The company this week disclosed the results of an elaborate study on online video advertising called Project Inform. That effort sought to find a better ad standard for the burgeoning medium, preferably one that combined brand effectiveness with user tolerance.

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