It might just be the worst name for an advertising product ever developed, but it certainly is an interesting twist in the world of video. blinkx today introduced the Un-roll Unit (see the demo here - opens in new window), an alternative format to traditional pre- and post-roll video advertisements which integrates brand advertising (served up within multiple touch-points - including overlay ads and logos) throughout the video viewing experience.

How the Un-Roll works:

• The unit begins with a branded curtain that draws back to reveal the video and a branded blinkx video player when the video has fully buffered.
• As the video plays, touch-points such as overlay ads and logos appear at contextually relevant moments within the video.
• The video ends with a clear call-to-action and the viewer has the option to continue the experience on the brand's Web site.

In tests, the Un-roll format maintained between two and 12 percent click-through rates, and less than 20 percent of users clicked away from the video before it was finished. Only 15 percent clicked away because of an ad. blinkx estimates that the format will maintain a three to five percent click-through rate over time.