Rockabox, Google's DoubleClick Partner on New Interactive Video Advertising Format, "Shutters"

A UK company called Rockabox has partnered with Google's DoubleClick Rich Media arm to develop a new interactive video advertising format, dubbed "Shutters." The format, which the companies are touting as less intrusive than traditional pre-rolls or new hotspot- and overlay-based interactive video ad formats, consists of a video player that has expandable interactive panels ("shutters") to its left and right: the shutters, which are formed when an initial animated title sequence splits into two parts, can contain a range of interactive elements, including social media tools (allowing viewers to share content elements with their friends via, for example Facebook or Twitter), mobile sideloading functionality, an RSS button, a box in which the viewer can enter their email address to join a brand's mailing list, links to additional information, and links that launch bonus videos (note: Rockabox suggests that branding elements, such as bonus video, should be placed in the left shutter, and that what it calls "interactive/acquisition elements" should be placed in the right shutter).

An interactive demo video of the Shutters format is available at http://demos.doubleclick.com/drm/Rockabox/Shutters_Demo.html