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Internet Commercials, Website
Music, and Made-for-the-Internet
Video Programs
Many commercials that can be viewed on the Web are the same commer-
cials made for television; the majority of Internet commercials are 30 sec-
onds. As advertising on the Internet grows, more video ads will be
designed for the Internet. Because the effectiveness of video advertising
for the Web is yet unproven, video companies have to produce the videos
at a much lesser cost than budgets spent for television commercials. Music
houses must also agree to compose Web music at a reduced rate. Ads spe-
cifically designed for the Web will most likely be shorter than the average
television commercial; they will probably average 5 to 10 seconds. Adver-
tising incorporated in television programs viewed on the Web averages 30
seconds. As more agencies specialize in Web-only advertising, the quality
of the productions will increase.
Original Web music is also written to enhance the effectiveness of web-
sites. The music is designed as traditional underscoring. Music adds to the
viewer’s experience and, it is hoped, makes the Web message more effec-
tive.
!!The average age of a
video game player is 30,
and 60 percent of heads of
households in the United
States play games, accord-
ing to the Entertainment
Software Association (May
2006).Arguably, the most effective use of
Web advertising to date has beenThe Hire
film series, created for BMW. The com-
pany hired several of the Hollywood’s
foremost directors to create eight mini-
films (long-form commercials) designed
to promote the high performance of BMW
cars. Over 100 million viewers saw the
films. The series won numerous awards
and was the forerunner of creating films
designed for the Web. (The films are no longer available for viewing on
the Web.)
The newest form of entertainment is ‘‘television-style’’ series created
for the Internet. These shows are not necessarily full-length programs. For
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