I've spent a few too many nights perusing the internet looking for information regarding the potential of webmercial/ecommercial marketing. I've heard about it here and there but can't seem to find any substantial idea if webmercials are coming or going.
In case you are wondering, what is a webmercial? Webmercials are online commercials that communicate messages via the internet or email. Webmercials deliver full screen, high-impact animation, graphics and sound. They are typically created in flash.
Basically, webmercials are supposed to be yet another way to market online. They can appear as a commercial preceeding a web site or can be emailed to a customer base. One idea is that they may replace some of the banner advertising.
Has anyone heard about this technology? Any opinions as to whether or not it will be a go?
My personal opinion is that this concept is DOA. It is a carry over from the "interruption marketing" mindset, but the web simply is not a captive audience. It is a "permission marketing" or opt-in medium.
So I don't see a webmercial replacing banner ads. If you can generate interest ahead of time, you may be able to convince some visitors to opt-in to a showing, but interrupting them while they are aimed elsewhere is not going to work.