Devoted to online marketing, viral marketing, and web marketing

The founder and CEO of Brightcove Jeremy Allaire presented several key insights into where video ad marketing will probably be going soon.

One thought he has concerning the new model would be offering up ads in a way that he calls "time-based models," where there may be a 3-second sponsorship unit ad the beginning of a video, then followed after a period of time a 10-second midroll ad unit that when it is clicked would pause the video and fill the screen - enabling the viewer to interact with the offering if they choose. Then he said there could be another sponsorship run at the end of the video.

Keep in mind this is assuming the longer videos that will start to be more accepted. He doesn't believe that the long pre-roll ad clips will work in most situations.

I like the sponsorship part with the additional interactive offeirng in the middle. People have been socialized for decades to receive ads in this way, and probably would be willing to sit through this as a break from what they're watching, as long as they're not too long and are something that they're interested in.

The other good thing about this is it doesn't solely rely on a short sponsorship ad unit which may not grab the attention of the viewer. But the sponsorship, if it is working with a longer midroll ad and another sponsorship ad at the end, could be something that has a good chance of working great without overly interfering with the viewer experience.
 
The only question I have is if the longer video clips will be accepted by online users. That hasn't been proven yet. But even if 10 minute lengths are more the norm, this model has a good chance of being workable for everyone involved.