Against the Stream

NEW YORK The Internet is frequently painted as the antithesis of TV — interactive, targeted, measurable — but when it comes to video ads, it’s still taking its cues from the tube. But a growing number of advertisers are inching beyond the confines of standard pre-roll spots to use video in a variety of new ways that overcome the limitations of the format.

Tactics include using display units to pipe in sight, sound and motion; tying video messages to highlighted keywords; and inserting video ads into the world of social media.

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