Old :30 Model to be Forced on Web

Seemingly unable to come up with an alternative creative format or to at least make an attempt to design to the medium, advertisers, courtesy of Unicast, will now have the ability to place full screen, 30 frame per second TV style ads on the web in interstitial format. On Tuesday, MSN, ESPN, Lycos and iVillage will begin running the high-resolution commercials which download in the background and run for a full 30 seconds.

Pepsi is among the charter advertisers and will monitor the success and acceptance of the ads through a Dynamic Logic tracking study. Whether the ads turn out to be the next best thing or the next pop-up will be answered soon enough.