While Joost is experimenting with new ad formats that maximize content viewing–projecting out to 1-minute per hour of advertising (!)– and NBC Universal has announcedthat it plans to limit the length of pre-roll advertising (ads displayed before you get any content) in short Internet videos to 15 seconds or less, MTV appears to be pushing up to 50% ad contenton their podcast. Wrong direction, unless advertising is the (home shopping, trailers, etc.) content/engagement.
The trend towards shorter, more targeted advertising in Internet video leverages the new new media tools and network effect, challenging old guard media and advertisers to rethink how they engage consumers.
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