Live streaming videos now showing on banner ads

Advertisers can broadcast live events, in real time, to internet users.

by Helen Leggatt

Launched today, Doubleclick Inc.’s cutting-edge Live Streaming video ad service will allow video of live events to be streamed in banner ads.

New Line Cinema have used this innovative new advertising method as part of the recent launch of the movie "The Number 23". At a Washington movie launch party people were filmed making 30-second “confessions”. Within 10 minutes these video snips were being broadcast live on leading websites such as Yahoo, MSN and AOL.

“This is an exciting time for online video advertising, and marketers will continue to invest in more engaging elements, like Live Streaming, incorporated into online campaigns,” said Doubleclick’s executive vice president of rich media, Chris Young.

A similar product was used by Cisco Systems in November of 2006. A live webcast was broadcast in banner ads using ON24’s Bannercast Live.

Live broadcasts in banners ads need to be eye-catching and involving as users will not be expecting to be engaged until they see it. An advantage to website owners is that the action is taking place on the webpage and there is no need for them to click away to another website.

However, there must also be a risk of users coming across the live broadcasts when they are already halfway through, and therefore not getting the complete message in context. There is no mention of whether the video ads are then looped for a period after the live broadcast, or if there is a link to an archive.