InSkin Media has launched a new tool for advertisers that want to make the most of online video, but will viewers like it?

Video advertising normally takes the form of pre-roll ads which are played before the start of the video, or in-stream ads such as the overlays which Google has opted to use on YouTube.

Pre-rolls and other ads which occur before or during the video in question can be very annoying to users. For instance, ITV’s online catch up TV service suffers from this problem, as users are forced to watch 30 seconds ads before and during the site’s video content. Understandable, but not ideal.

YouTube’s overlay ads are less intrusive than the ITV model, as they take up just 20% of the screen, yet they still interrupt the viewing experience.

So, has InSkin found a third, more user-friendly way?

According to CEO Patrick Knight the new format is the best way to keep publishers, advertisers and online video viewers happy:

“It’s the only ad format today that assures advertisers that consumers see their messages without annoying pre-roll or mid-roll interruptions. Marketers remain wary of pre-rolls going the way of banner blindness.”

“Their keen awareness of viewer drop-off after 20 seconds already has forced them to significantly shorten their pre-rolls, but the shorter exposure also means less time to interact with the consumer.”

InSkin’s ads wrap around videos like banner ads, and remain wrapped around the video when users select a full screen view.

Users can click on elements of the ad, which can then display interactive elements, or video promos.