Great article from Micro Persuasion on ESPN’s failed attempt to sell it’s ads on Itunes.

Opt in advertising as opposed to Interuption advertising is different. For example, consumers are happy to watch a 1 hour show on the world’s funniest or best ads, because they see it as entertainment.

Long format advertising will gain more and more momentum as the cost of ad production continues to reduce, and as brands start to realise the engagement that to engage an “opted in” consumer is different to a 30 second interuption.