David Zax reports on a new type of YouTube ad that allows you to skip or fast forward:

Viewers were presented with a pop-up video featuring a large "fast-forward" button. Click it once, and the ad accelerates rapidly, while a hurried voice gives an elevator-pitch version of the message the ad intends to communicate. ... The future of online video advertising, then, may look something like the the typical Tivo experience: more minutes of ads, all seen in a rushed blur--though this time around, with branded audio to make sure the viewers catch at least some of the content they're trying to skip.

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