There seem to be daily announcements about online video advertising, Google being the latest to announce that they are going to sell video ads. This is clearly going to be a massive market, but the dominant format seems to be the clumsy 'pre-roll' where an ad is played before the clip the viewer wants to watch.
For all its faults, there's a good reason why traditional television advertising has been reasonably successful - it is cleverly scheduled.
I, for one, believe that the pre-roll will do more damage than good as advertisers try to shove content into viewers' screens.
The average viewing time on pre-roll clips is around fifteen minutes; however, the average viewing time for more traditional, scheduled ads (especially when put into short 30 sec breaks) is almost forty minutes.