:: adgruntie :: Moving TV spots to Web spots

+ Repurposed TV spots.

Unfortunately, they mostly look like television commercials. "Replicating television online doesn't work," Hanlon said. And the ads are repeated too often because of a limited amount of online video ad space, he said.

The video ads need to be more targeted and more interactive, experts agree. "What's out there isn't leveraging the interactivity of the medium," said Sheryl Draizen, senior vice president and general manager of the IAB. "The beauty of being online is your ability to create dimensions to your advertising, to go deeper." For example, a Web surfer could get additional information on the product advertised, communicate with the merchant or participate in a survey, all by clicking on the ad or a "hot spot" area in the ad that has a link to another Web page, experts say.