Disney to test new interactive ads on ABC.com

By Reuters

Published: April 26, 2006, 11:00 AM PDT

Full story at : http://news.com.com/Disney+to+test+n...tag=html.alert

Walt Disney Co. will try a new type of advertising when it begins showing prime-time ABC television shows on the Web, using a single, interactive ad during each break rather than the flurry of short spots that are the norm on network TV.
Ten major advertisers have delivered new interactive online commercials as part of Disney's two-month test of whether consumers will watch ads if they can download hit TV shows on ABC.com for free.

The test, which starts May 1, offers streaming video of "Desperate Housewives," "Alias," "Commander in Chief" and "Lost" about 12 hours after each episode airs on the East Coast.