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BizReport : Advertising : March 17, 2008
Break Media debuts high resolution vid ad option
High def television was first. Now online video ads are going high-res, too. Break Media has rolled out a new video advertising option with better definition that is likely to grab consumers' attention. The ad unit expands cross-screen when engaged.
For the time being, the ad unit is only being used to promo Universal Studios new thriller "Doomsday", but the ad unit will be rolled out to other advertisers in a few weeks.
The high resolution offering is an in-banner ad. Break Media executives explain that pushing video to the next level is the best way to keep consumers interested in video ads. The new offering isn't as high-def as HD television, which is a minimum of 720 horizontal lines of resolution. Other online video ad options have 480 horizontal lines of resolution. The Break Media offering will be slightly higher than 480 but will not be as high-res as 720 because many consumers would not be able to see the ads.
Users can opt-in to the high resolution "Doomsday" trailer by clicking a special button on the media player; a display ad then appears in the upper right corner of the Break.com homepage. Viewers can watch using standard definition.
For now the high-res offering will likely be most beneficial to movie studios and video game makers and advertisers, whose target market is younger and interested in the latest offerings.
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