As part of its promotion for the upcoming movie The Number 23, New Line Cinema has put consumer confessions into online banner ads, according to the New York Times.

New Line went to bars and big events, such as the Super Bowl, around the country with a makeshift confessional and recorded people admitting their obsessions. The videos were then streamed live into online banner ads for the new Jim Carrey movie. The ad units and technology to serve up live video were develped by DoubleClick.

The film has Carrey's character becoming increasingly obsessed with how the number 23 influences his life. Confessors had the option to obscure their faces. The confessional videos were also served to a branded YouTube channel for the movie.

Movie studios and other marketers are increasingly looking at online video ads as another way to get the attention of the online audience. Measurement of video ads still remains a sticking point, though, with various options available but no single agreed-upon solution.