Frightening new web ad format emerges

I noticed over at Slashdot that Unicast has come up with a new web ad format that promises to be more intrusive than even annoying pop-up ads.
The New York-based company described the new unit as a "full-screen, 15-second, 300k online ad." Unicast promotional materials suggest the new format will enable advertisers to reach their audiences "with the same impact" as TV.
While the new ad format may offer the same impact as TV commercials, I can't imagine that web surfers will tolerate their entire screen being hijacked by a 15-second spot. Unicast is apparently courting major media sites with the new ads; let's hope no one is interested.
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