Clients and their brands risk alienating consumers by running TV-style ads before and after Internet TV programs, according to research. The majority of commercial broadcasters rely on pre- and post-roll ads to generate revenue from video-on-demand platforms, which allow viewers to watch shows via the Internet. However, the latest study showed that viewers react negatively to interruptive TV-style ads, and attempt to skip them wherever possible. And if they are doing that surely that must be true of regular broadcast television! Now with all the current hype about the promise of “mobile”…, the constant barrage of how from now on everyone will be watching Star Wars on their cell phone, with ad breaks every ten minutes, or until the battery runs o webdesign ut just as Darth Vador is about to kick Luke Skywalker’s backside. And yet recent research indicates that 84% of mobile users just want a mobile phone just to make. Wait for it. To make phone calls! And they certainly dont want advertisements. And yet just listen to this ringing endorsement of mobile phone advertising by one of the industries rising stars: .We’re about to launch the results of a major usage and attitude survey into mobile media in the UK and one tidbit I can share with you is that ‘regular’ users of mobile media spend less time reading newspapers. If these heavy users are a harbinger of the masses then we’ll all be ‘heads down’ looking at 2×2 screens on the way to work; if this happens then advertisers will scramble to buy space on it.