Can you get an audience’s attention if 5 seconds? Better start trying:
MTV Networks believes it has found a better answer for short form online video advertising than the much-derided 30-second pre-roll: a very short video spot (five seconds long) accompanied by a corresponding, though slightly-delayed display ad.
Starting with over 20 possibilities, by early 2009 year MTVN says it had boiled its list of potential video ad formats to three, including the classic pre-roll. The others included a unit called the Lower 1/3 Product Suite—which combines a five second pre-roll with a transparent flash ads that takes over a the bottom third of a users video screen only after ten seconds of content has streamed, and a newer unit dubbed The Sideloader Product Suite—which also utilizes a five-second spot and a delayed animated display ad appearing on the side of the video player.
