The 30-second spot, which promotes INGâs Orange Savings Account, will run on the site for two weeks before beginning a run on network television.
The spot uses CBS MarketWatchâs Embedded Commercial Unit technology, which allows existing TV creative to run in its entirety without launching a new browser or media player. The technology allows the advertiser to run a commercial without having to reformat it to fit online specifications.
ING Direct said it decided to debut the TV ad on the Internet following the success of a viral e-mail campaign, which showed that a high number of Internet users viewed the commercial online.
CBS MarketWatch attracts more than 12 million visitors a month.