Universal Bows 'Meet the Fockers' DVD With New Broadband Ad Format

According to Digital Bulletin, Universal is supporting the U.K. launch of the 'Meet the Fockers' DVD with a new broadband ad format:

It is a new format that capitalises on broadband connection by delivering full-screen, high-quality video streaming, run from any fixed-position ad.
Film distributor Universal is using the format to stream the television ad through the Lycos homepage and within an ad placement on the FHM homepage. It could also be used to stream movie trailers or other content.
Overlays will also stream the TV spot on sites including The Sun Online, Virgin.net and NTL World.

As broadband penetration continues to gain a greater foothold both here and abroad, video ads will become the norm rather than the exception on high-profile releases. However, I think that these ads will also be an important tool for smaller films where audiences would be much less likely to be exposed to a trailer.