Houston startup has created a less intrusive video advertising experience

Steven Jones knows people dislike ads. Actually, he reasons, it's less that they dislike ads, but more that they don't like having those ads interrupt what they're doing. "They want to be in control of their experience," he says. "And we've nearly always had things that allow consumers to skip ads – the remote control, where you could change the channel; now there are DVRs that let you skip them. That's all about control."Jones knows, however, that consumers do want the information ads contain. And he thinks one of the best ways to give that to them in this splintered and ever-changing media environment is for advertisers to concede that concept of audience control. That's what LogoBar aims to do. Where a traditional commercial on television or before an online video might be 15 or 30 seconds, LogoBar features a company's logo or a product it's selling on a pop-up bar at the bottom of a screen. It's there when a television viewer hits pause on the DVR remote; it will be there along the bottom of an online video. The viewer, if interested in the product can then choose to engage with it by clicking on the offer that's being advertised or on the product itself, which would then take that viewer to the advertiser's site.

Spotlight

Spotlight

Related News