A new company wants to bring a not-so-innovative format to online advertising:a “deliberately interruptive” :30 ad spot — just like the ones you get on your TV.
ShortTail Media plans to beta
test its Digital 30 (D30) ad this summer, a full-screen interstitial that will run :30 and :15 second spots.
Mediaweek reports David Payne, former head of CNN.com, founded ShortTail and has been busy meeting with top-tier publishers to convince them to sign on for tests. Reuters has reportedly committed, while MSNBC.com and
Weather.com are giving the proposal some serious thought.