Disney is conducting a test of interactive online ads when folks download TV shows on abc.com. Each online episode of Alias or Lost among others will begin with a sponsor ad message. An interactive ad from that brand will then be aired during each 30-second commercial break. This model moves away from the standard TV one where one break consists of many different ads from varying brands. To move on to the next segment, viewers must click through interactive games or coupons and the like embedded within the ad. For those not so easily engage-able, an option to click out of the ads and return to the show after the half-minute is also available. Folks at Disney say the test is to determine viewer’s online behaviour.
When asked for comment on the Disney test, Cynthia Fleming, EVP at Carat Toronto said: ‘Consumers are not likely to be open to spending time with interactive TV spots when they are watching their favourite drama. If advertisers want to reach people in the online space with an interactive ad, just place [one] online.’ She adds that findings from the test will likely be ‘very limited given the small numbers actively downloading programming.’ Brands signed for the abc.com test include Ford, General Electric and Unilever among others.
