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.
Cross Posted from Chris Lanier's Blog at
http://msmvps.com/blogs/chrisl/