Here are the takeaways from the TV Advertising Forum/Maven networks Webcast yesterday
(registration required), according to VideoNuze
. A) Users hate pre-roll ads, but the annoying ad format isn’t going anywhere soon. 2) The efficacy of overlay ads relates to how well the ads fit the host content, not the target audience. 3) Overlays need to be executed gracefully in terms of frequency, duration, user control, calls to action and navigation. 4) Viewer engagement isn’t a given with Web ads; in fact, it may be more difficult to suck in Internet users with notoriously short attention spans. 5) The Internet Ad Forum is going to keep researching and testing to learn more.