MediaPost: ABC Joins Motion Movement on the Internet

At the last iMedia Summit, Jack Klues, CEO of Starcom/Mediavest stood up in front of the crowd and said something to the effect that it's time to put TV ads on the web. There was mixed reaction to this. Did Klues mean that suddenly, we would be inundated with ads designed for TV dumped on the web with no sensitivity to the nature of the medium? Or did he mean the those TV spots would be properly re-purposed for the web?

No matter, Walt Disney's Motion technology is enabling a fast, non-streaming method for putting video up on the web. Motion was adopted by ESPN a while back and now ABC.com will use it for both news footage as well as an enabling advertising technology for advertisers.

The first advertiser to use ABC Motion will be Schick. Schick will run their Schick Intuition spot that featuring Jewel's sell out song, Intuition. In a dramatic effort to web-enable this ad, a button will be placed within the spot so viewers can go directly to the Schick web site. I guess we have to start somewhere.