You could soon be seeing a lot more TV-style video ads appearing on the web.
Advertisers have been encouraged by the results of initial trials of technology which offers broadcast quality video, regardless of connection speed.
The company behind the trials said that people found the commercials much less irritating than other ads on the web.
The video commercials are the result of a collaboration between online ad developers, Unicast, and software giant, Microsoft.
“These results further indicate that given the opportunity to use video, advertisers can shift consumer attitudes and accelerate favourability and purchase intent for their brands,” said Allie Savarino, senior vice president of Unicast.