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God: What are you doing now?
** King Arthur: Averting our eyes, oh Lord.
** God:
Well, don’t. It’s just like those miserable psalms, always so depressing. Now knock it off!

A bit of link bait that title I know. But imagine that you had followed the link and before you could read the first line of text a video ‘overlay’ appeared and covered the whole page with adverts. You could try it. Hit refresh then close your eyes and count to 30.

That’s the idea behind ex-CNN.com chief David Payne’s new venture ShortTailmedia. Beet.TV reported on the plans for this bug hitter, just out of beta

The company, an ad network of sorts,  allows publishers to insert television spots or “pre-roll” video advertising into users experience as they call up text pages to read.

So essentially its like your first click is ‘end of part one’ and then you have to watch an advert before you get to see the page and get to enjoy ‘part two’

Payne himself has called this the holy grail of digital media. But in this world of timeshift recording will it really work?

We are still having the debate about people skipping ads through when they use DVR’s. Do we really need to strong arm that part of the TV experience back in?  Do we really need something that produces ‘unit’ (their words) that  “are part of a recent movement to bring bigger, more interrupting ad units online”. More interruptions to my browsing? Oh yeah. That’ll endear me to you.

It sounds like a bit of dud to me. So it’ll probably be a huge success.

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