TV-style advertising could soon be used on the internet, following
a deal between portal company Lycos and multimedia specialists Web
The two firms are developing a system to replace conventional ’banner’
ads on client web sites with video clips.
Web Marketing has so far signed up cosmetics company L’Oreal, and is
talking to several Initiative Media clients about airing digitised
versions of their TV commercials on internet banner ads. The first video
banner ads, delivered in standard 468 x 60 pixel format, are likely to
air in May.
Lycos UK & Ireland has a three-month exclusive contract to use the
technology, and will charge between pounds 70 and pounds 80 per thousand
video banners served, compared with its standard targeted rate of pounds
50 per thousand.
Video banners have not been introduced on a large scale before, partly
because of the prohibitive file sizes and speed of delivery. The new
system uses technology from Real Networks to deliver the video, and
users will need its Real Player software to view the video ads.
Mark Lewis, managing director of Web Marketing, says video will be
served at around seven frames per second using a 28k modem, or 17 frames
per second using an ISDN connection.
’Taking TV advertising and putting it on the web broadens out
opportunities - it’s a good way of getting the TV buyers involved. Also,
the web is interactive, so people can click to get more details,’ said
Charles Walker, managing director, Lycos UK & Ireland.