Unicast ads operate on a completely different logic than the banners you are used to ignoring. They are essentially TV commercials forced into a pop-up window. They are animated. They have sound. You cannot skip them with a glance. These spots run for 10 to 30 seconds, demanding your attention in a way static images never could.
The format bridges a strange gap between traditional broadcasting and digital interactivity. It offers the raw branding power of a television spot but adds one critical feature: the click. You can click the ad for more information. This is something a TV spot cannot offer.
The numbers back up the format’s dominance. A 5-percent click-through rate is not uncommon. That translates to 50 clicks for every 1,000 impressions. People are clicking. They are engaging.
Web sites are paid roughly $30 per 1,000 impressions for these slots. That is a high rate. Because the payout is so significant, the ads are spreading rapidly across the web. If you want to see them in the wild, you can visit Unicast.com for examples. They are here to stay.
