Five-second video ads could be the future of advertising on the web, according to Arik Czerniak, CEO of Metacafe.com, a provider of short-form video content, writes Ad Age (via MediaBuyerPlanner). Two months ago, Metacafe started selling ad space and now runs five-second ads from H&R Block. Czerniak urges marketers and ad agencies to create messages for online short-form videos. "Why not five-second video ads?" Czerniak is quoted as saying. "I would gladly put those in front of videos. But I will never put 30-second ads in front of videos. It's too much. It ruins the experience for viewers."

"When kids watch videos on the web, they're not watching TV, so increasingly, as their attention shifts from TV to the web, advertisers who want to reach them will shift too," said analyst Rob Enderle of the Enderle Group. "The popularity of these sites showcases a change in audience behavior."

According to Czerniak, the quick ads could be profitable: 150 million video impressions with five-second ads at a $10 CPM could bring in some $2.5 million monthly, he says.