TV Commercials Move Beyond the Box
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By Frank Ahrens, Washington Post Staff Writer
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By DAVID BAUDER NEW YORK - Some of the most creative thinking in television these days has nothing to do with comedy or drama. It's about the commercials. Fueled by a growing sense of desperation, networks are inserting games, quizzes and mini-dramas into commercial breaks.
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Search may have been Web advertising's belle of the ball, but online video is now the new darling. But despite media companies, including the big four networks, moving content online and YouTube feeding a healthy appetite for user-generated clips, advertisers are facing a shortage of usable inventory. The result: Prices for net video ads are being pushed above those seen for TV spots.
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In a new ad campaign, dairy companies are using interactive features and sports and entertainment celebrities to try to draw young people to milk.
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Microsoft Corp. is testing a way to present video advertising that's less annoying to Web surfers.
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Online, an army of consumers is spreading advertisersÂ messages well beyond the Manhattan crossroads.
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Rather than just buying TV commercial time, more advertisers are paying for programming that features their products in plot lines.
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Some of the most creative thinking in television these days has nothing to do with comedy or drama. It's about the commercials.
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Blog: Blinkx now offering contextual ads for video.
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The healthy primetime TV ad  market is extending to football.
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It's a brave new world for advertisers. With digital recorders like TiVo , video-on-demand services from cable providers, and the nation's biggest cable company, Comcast , introducing cable boxes with built-in TiVo-style recorders, people can watch whatever they want whenever they want, gleefully fast-forwarding through every commercial break.
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Online, an army of consumers is spreading advertisersÂ messages well beyond Manhattan.
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Online video has long held the promise of a richer ad experience, and it is coming of age, as Web publishers churn out streaming video with an eye toward capturing more TV brand-advertising dollars.
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The shift parallels the increasing appearance in the new media of ads celebrating sports.
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Golf fans will have to endure a few commercials during next year&#39;s Masters, but they will get to see more of the tournament as corporate sponsors return to the telecast.
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While Hollywoodâs top directors have been creating commercials for decades, they are now finding a new reason for ad work: to keep up in a multimedia world.
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By Valerie Kuklenski\\ Staff Writer  While angry viewers send e-mails and snail mails, sign petitions and carry signs objecting to language, sex and violence on the big networks, a coalition of pretty powerful advertisers is doing something to improve what's on TV.