Interactive advertising is something that I’ve always imagined would come to Media Center and frankly I’m amazed that it has taken so long.  There have been a few examples in the past, but nothing major.  This is changing however with Media Center getting its first taste of interactive advertising via the Internet TV plug-in  Amazingly, I want to congratulate Microsoft for getting it right.

Internet TV is a US only plug-in that is supported by 15-second or so video advertising prior to the featured video starting.  This has worked nicely and over the past few months Microsoft has gained more and more advertising partners.  They have now taken the next step, adding interactive features to those ads.  Best of all, it works perfectly without being intrusive!

Basically what happens is a small “Learn more” button is displayed in the lower left hand corner of the video ad.  It displays for 15-seconds with a small countdown timer just below. If you select the button you will be taken to a nicely design product page for more directly within Media Center.  These product pages feature additional videos, more information about the products, links to the products homepage, and more.

If you don’t select “Learn more” the ad will finish as usual, and display the interactive product page for 3-seconds or so, and if you don’t interact with the ad your intended video start immediately. 

Why am I excited about this?  This signals a belief that I have about Microsoft getting ready to blur the lines between broadcast and broadband in Media Center.  In order to move to Internet-based delivery of video, content owners need a platform for advertising.  Video ads are just one part of this; interactive ads can give you a major leg up on the competition and Microsoft appears to be preparing for this (Coincidently, the AP covers the online video ad market today).

There are concerns here however.  Microsoft must make sure they handle interactivity in Media Center correctly.  If you intrude on the user experience there will be a backlash.  That said, I have no problems with the way it is currently handled and I’d even welcome an (opt-in?) personalized service in the future where ads are targeted to my interests (think of how Cookies work today). 

Screenshots below.