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Business
through (the ads you have to watch before viewing something on YouTube, for example).
Before the Internet, ads could only soar on the backs of
immortal catch phrases like "Where's the Beef?" and the
novel use of celebrity pitchmen—both of which fit neatly
into 30-second slots. But now, with unlimited time on the
Web, marketers are seizing the opportunity to grip an audience well beyond the minute mark.
Think about the ads you share with friends online.
They're probably not 30-second spots advertising car
financing. Instead, the ads that go viral are the ones like
Dove's tear-jerking "Real Beauty Sketches"—a longer
video in which women describe themselves to a sketch
artist. When the drawings are revealed, the women also
see sketches based on a stranger's description of them, and
these second drawings are invariably more flattering. The
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