'Chicago Sun-Times' Tests Streaming Video Ad

By: Carl Sullivan Web surfers might ignore banner ads, but it will be hard for them to disregard this: a 15-second TV commercial that automatically loads on Web pages. On Friday, the Chicago Sun-Times Web site will run a streaming video ad using Java-based technology that doesn't require readers to download any plug-ins or multimedia players.

The playerless video ad was developed by New York-based Klipmart Corp., a provider of audio and video technology for Web sites. "Our technology automatically detects what type of browser and connection the end user has on their computer," said Klipmart CEO Chris Young.

Young said that any computer with a 56K modem or faster connection will be able to view the spot, which runs on a small portion of the Web page, not in a pop-up window. Users with slower modems will automatically be served up a still image for the ad that links to the advertiser's Web site. The format also may not work on some Mac platforms.

The inaugural campaign is for a new movie. The short film trailer will run all day on the Roger Ebert page on the Sun-Times site (http://www.suntimes.com/ebert) today, and Friday, Aug. 31. The ad will play automatically when a visitor comes to the Ebert page. Users will have the option of muting the sound if they'd like.

Jack Metzger, sales manager for Chicago Sun-Times Online Publications, is eagerly awaiting the first ad. While the video format is a natural for a movie trailer, Metzger said other advertisers are considering the format on the Web site's business, automotive, and other sections. "Our advertisers are looking for new ways to get the attention of consumers," said Metzger, who hopes to sign more advertisers after the first ad runs.

The Sun-Times wouldn't reveal its rates for the new ad format, but Metzger said, "Pricing varies according to the targeted section. This is a premium advertising product and carries a premium price. We can deliver a highly targeted audience and, unlike television, track viewership by our attentive and engaged viewers."

Metzger said his newspaper was attracted by Klipmart's playerless technology. "There's no need for any kind of plug-ins or players," he explained. "Users could get frustrated and not want to follow through with ads" that require the use of a particular player, such as RealPlayer or Windows Media Player.

Klipmart's Young said the streaming video ad is different from the interstitial, an online ad format that uses Flash animation. "This is actual video footage," said Young, who added that the 10- to 60-second commercials can also be placed in HTML e-mail messages.

A number of newspaper Web sites are using Klipmart technology to offer movie trailers or audio clips, but the Sun-Times is the first to use the new advertising format. Young said he's in talks with other newspapers interested in the advertising feature.