5. PRE-ROLL What: A 15- or 30-second ad that viewers watch before a show or video clip ("pre-roll"), at some point during the video ("mid-roll"), or afterward ("post-roll"). Sometimes, clicking on them can take viewers to another site. Strengths: It's familiar turf to TV advertisers, who don't have to change much about their commercials to make them into pre-rolls for the Web. And because it's the most predominant format, an advertiser can place pre-rolls on a wide variety of sites and get back fairly robust data about who's watching them and where. Weaknesses: It scares off impatient Web surfers, who tend to view video content in bite-size chunks. It also doesn't offer much of an opportunity for interactivity. A site where it's used: MSN An advertiser that uses it: IBM http://wreckandsalvage.blip.tv/file/152544/ http://www.youtube.com/watch?v=zpE12iZWMuU&feature=fvw

6. INTERACTIVE What: A pre-roll, mid-roll, or post-roll that offers viewers some form of interaction, such as entering a Zip Code or stock ticker, or playing a short game. The ad may persist for longer than 15 or 30 seconds if a viewer engages with it. Strengths: It's highly customizable, leaves viewers with a strong memory of the brand, and sometimes collects more data about each viewer than a pre-roll would. Weaknesses: It's not supported by a large number of Web publishers, and can also be seen as a needless distraction by viewers. A site where it's used: Yahoo! An advertiser that uses it: Esurance http://video.ads.thebuddygroup.com / http://www.youtube.com/watch?v=M11SvDtPBhA

7. OVERLAY What: A text or graphic that appears on the bottom or top portion of the video for a brief period while content is in progress. Typically, viewers can click on it to expand the ad or go to an advertiser's Web site. Strengths: It doesn't interrupt the viewer's experience, and it's supported by a wide variety of Web publishers. Also, most TV viewers are accustomed to the format—it has become common practice for networks to promote their programs with overlays on television. Weaknesses: Some viewers find overlays a disturbance, and sometimes they can't even tell that overlays are ads. A site where it's used: YouTube An advertiser that uses it: Electronic Arts http://www.youtube.com/watch?v=QYXKaAzEJrk&feature=spotlight

8. INVITATION What: Similar to an overlay, but the message briefly appears alongside the actual video player rather than on top of it. Strengths: It's not as intrusive as an overlay, and it can still be targeted to particular audiences and timed to appear at moments when viewers are most likely to click on it. Weaknesses: Not supported by as many Web publishers as overlays, and it's easier for audiences to ignore. A site where it's used: Yahoo! An advertiser that uses it: Adobe Systems http://www.hulu.com/watch/183296/dancing-with-the-stars-week-3-part-1

9. COMPANION / BRANDED VIDEO PLAYER What: A static banner that appears alongside a video player, typically in conjunction with another ad from the same sponsor, like a pre-roll or overlay. Strengths: Companion ads give viewers a branded message for the duration of the video, and invite them to click through to the advertiser's site or expand a pop-up at their leisure. Weaknesses: Because it's not standard for all video players to place companions alongside them, it's mostly used for customized campaigns. A site where it's used: MySpace An advertiser that uses it: Hewlett-Packard http://www.hulu.com/watch/52610/alfred-hitchcock-presents-the-crystal-trench?c=Classics#s-p1-so-i0 http://www.kickapps.com/social-applications/online-video

10. VIRAL VIDEO MARKETING What: Viral video marketing is the process of creating and seeding a video for use on social networking sites, blogs and video share sites. They engage consumers while encouraging them to share and pass the video along to their network of friends, family and colleagues. Strengths: Lower distribution costs while letting you reach a vast audience of consumers with no set duration. It sets up free word of mouth advertising, which can help generate a buzz around the company and its brand. Allows companies to become part of large online communities and develop an internet presence. You can also track response in the form of views, clicks and visits. Weaknesses: You are not guaranteed an audience. When buying TV ads you are buying gross rating points (GRPs) that guarantee you will reach a certain percentage of your target audience. This give you evidence you got what you paid for. With viral video there are no guarantees. A site where it's used: YouTube An advertiser that uses it: Coca-Cola http://www.youtube.com/watch?v=lqT_dPApj9U http://www.cnet.com/4520-13771_1-6794965-1.html