Intel, Omnicom developing ad standards for interactive TV

Intel and Omnicom Group are trying to come up with advertising specifications and standards for the PC-TV experience. The idea is to replace traditional TV spots with different types of ads (sponsored "brought to you by" programs, for instance) that might alienate viewers less and give advertisers a better way to target ads and measure viewers.

"You've got to be able to come up with a different way to do an ad than 10 to 15 seconds of B roll," said Kevin Corbett, a vice president in Intel's Digital Home Group.

The unholy marriage of PCs to TVs has been a dream of electronics makers for years. Compaq and Gateway released PC-TVs in the '90s but found few takers for their high-priced mashups.

Digital music, and especially digital video, have changed the landscape. Now, TV programs and movies get delivered over computer networks, and Web companies are jockeying to become the next networks.

Prototype ads are being tested out in select electronics stores in New York. Is it OK to have a 10-second trailer in front of a video, or can advertisers get away with a 15-second trailer? Will viewers click on links at the bottom of the screen? These are some of the questions the two companies will try to answer.

Omnicom is working on developing the different ad prototypes, while Intel will concentrate on how to deliver them. The two companies will also seek to bring more technology companies and ad agencies into the effort.