WSJ reports that "Google and other technology companies are trying hard to persuade them to think more creatively on digital businesses on advertising. At Allen & Co.'s annual gathering, Google including others touted the promise of new ad formats they said would outperform banner and search ads, the digital-ad industry's current staples."
"Google Chief Executive Eric Schmidt championed "interactive video ads," which he said are on the way. Such ads, which could appear anywhere on a Web page, not just inside a video, would be like mini-Web pages. That means they could allow Web users to watch a video, leave a comment and see real-time updates within the ads that are more customized to their interests."
There're already a number of companies that offer "interactive video ads" including MediaMind (formerly Eyeblaster) and Mixpo, among others.