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Six advertisers that collectively spend upwards of $2 billion on TV time per year are putting their beloved broadcast assets to work on the Web. Starting tomorrow, AT&T, Pepsi, Honda, McDonald’s, Warner Bros. and Vonage are participating in a six-week beta program to test a new video-commercial technology from Unicast.
The full-screen, broadcast-quality ad, which operates on the Microsoft Windows Media 9 series platform, loads while users are idle on a Web site and then plays without delay when they move between pages.
At a time when TV’s dominance is being challenged, some marketers and agencies are encouraged by the prospect of airing those expensive assets elsewhere—on the Internet.
“This is an opportunity to bring broadcast out of the TV set,” said Judy Gern, account director at Aegis Group’s Carat Interactive in Boston, which handles online advertising for broadband telephone company Vonage.
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