Dell is the exclusive launch sponsor of CNN.com's new video offering - a service that lets users browse through curated CNN video collections and TV show clips and access four live streams of breaking news and events, original video series and on-demand video clips with related CNN and HLN show information. As part of the campaign Dell will use pre-rolls with skins, video roadblocks and banner placements on CNN.com and mobile takeovers on CNN's mobile site, the CNN App for iPad, and the CNN App for iPhone and iPod touch.

Dell will also receive tagged pop-up banners on CNN.

'Significant Interest'

There has been significant interest by advertisers in the offering, according to Greg D'Alba, executive vice-president and chief operating officer, CNN Ad Sales, Marketing and Operations.

Available ad opportunities within the player’s Cinema mode include interactive pre roll, pre roll with synched companion ad units, skins, and pause ads. When in Browse mode, opportunities include skins, banner ads and sponsored video collections.

Too Much Trouble?

At least one element of CNN’s video offering, though, may be too onerous to drive much adoption: the sign-in for the streaming news feeds. Good luck finding them, writes Tech Crunch. "They are definitely not front and center…to get the new, fully-produced, 24-hour live stream, you have to 'unlock to watch.' Click on that and then it asks for your cable company user ID from Verizon, Cox, Comcast, and the like. If you are like me, you will probably have to dig that out."