The next-generation of advertising online “will let advertisers serve up high-definition, streaming video in real time,” says Mediaweek, and it will be more intrusive than ever.
Hearst Magazines is launching them with a video for Gillette’s Venus Bikini Kit that includes a lifestyle expert providing bathing suit-selection and grooming tips along with mentions of the product and click-to-buy opportunities.
The ads are meant to look more like editorial content than advertising, Mediaweek says.
This fall, Hearst will launch large-format fixed-panel and pushdown ads integrated with editorial content. The entire package will be sharable via Facebook, giving advertisers more potential exposure for their message.
Hearst says the high-def ads get a high response in surveys and, as Mediaweek puts it, “It doesn’t hurt that they bring in 20-30 percent more than standard Web ads.”