8/17/2007

In a surprising counterpoint to many viewers' determination to avoid watching commercials on TV, a growing number of users are choosing to "opt-in" to watch ads on video Web sites. "Everything is about control," said David Droga, creative chairman at Droga5, New York. "If an ad is interesting to you, you'll have the conversation with the brand. If it's not, it's a waste of time."

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