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April 15, 2009 / davebirss

Introducing a new video ad format


I’ve just discovered a new video ad format called Twig. I can’t really comment on it until I see it in action properly – but the low down is:

– It takes the form of a narrow strip that’s locked to the top of the webpage.

– If you hover over the bar for a couple of seconds it takes over the page  to play you a video.

– You can close the bar at any time to regain those 10 pixels or so at the top of the page.

On first impression, it seems to be a bit more considerate for the user. But my concern is that agencies who just don’t ‘get it’ will simply use it as another place to put their high-budget TV ad. And that’s just not what the web’s about. If this format (or any other video format) is to work properly, agencies need to give viewers something a lot more rewarding than a bog-standard TV spot.

You can see a little demo of Twig right here.

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