The rise of video finally makes it possible to monetise embedded Tweets too – its Amplify product puts video pre-roll advertising in front of content from media owners including the NBA, Sky Sports and the Brit Awards, and there's an option for that advertising to then show up when those tweets are embedded across other news sites and blogs.
While I've seen it at other times, the frequency it appears in the afternoon and early evening suggests that 3 Yes scheduled their ad to run during those time slots, when many kids are home from school, in front of content targeted to them.
Even if you open it up now you see the audience is in front of the content, and not behind the content.
"It's not about putting up pretty content, but about maximizing the value of the eyeballs in front of that content," said Charlene Li, founder of the Altimeter Group, a technology research firm.
Oftentimes video-centric applications from major publishers, like the TV networks for example, feature brief-pre roll ads in front of video content.
Marketers would leap out in front of the content a consumer actually wanted to consume in order to grab just a few seconds of their attention and deliver the right message, with the right promotion, at the right time.
Consumers standing in front of the content fire-hose want to save their attention for chosen sources, and getting a place on the phone screen is more and more difficult.
What's interesting in this latest development is that rather than only placing video ads before video content (which is scarce outside of YouTube), BrightRoll is basically doing the same thing as it does online and serving up ads in front of any content on your phone, whether it be video, audio, games or apps.
She smiles shyly when complimented, then quickly ducks her head and immerses herself in the simple, domestic task in front of her, content with her place in the family.
"I'm kind of glad the storm is coming so we don't have to come back for a couple of days," Ms. Jampel said while in front of the contents of her house, arrayed in her front yard.
"She is the only editor who had the nerve to put the reader first, and it is not on Page 42 so that the beauty and cosmetics advertisers can be in front of the contents," he said.
