Advertising Age
“Five-second video ads, anyone? That may be the future of Web advertising if one Web video CEO has his way.
Arik Czerniak, chief executive of Metacafe — a competitor to video-sharing sites like YouTube, Google Video, iFilm, Heavy.com and others — wants marketers and ad agencies to tailor messages to the preferences of viewers of short-form videos online.

“Why not five-second video ads?” he said. “I would gladly put those in front of videos. But I will never put 30-second ads in front of videos. It’s too much. It ruins the experience for viewers.”

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I was asked by a commenter why Metacafe is a Web 2.0 site. I accidentally marked his comment as spam. (Sorry Anthi) Call it Freudian mouse movement if you like… So what makes a service into a Web-two-oh service?

Basically – if you have registered users that can rate, tag, comment and generate content – you have a Web 2.0 site. Got AJAX? (The cool stuff that happens when you add a comment on our site) that’s even better.

In my opinion, the word should be outlawed. Even VCs cringe when we mention it over biscuits and coffee at a presentation. Its information value is zero. Stop using it please.