Summary:

More than a dozen media sites, including MSN, ESPN, Lycos and iVillage, will run full-motion video commercials from Pepsi, AT&T, Honda, Vona…

More than a dozen media sites, including MSN, ESPN, Lycos and iVillage, will run full-motion video commercials from Pepsi, AT&T, Honda, Vonage and Warner Brothers starting today, in a six-week test that some analysts and online executives say could herald the start of a new era of Internet advertising.

The new ad technology, from Unicast, an ad company based in New York, invisibly loads the commercial while unwitting users read a Web page, then displays the ad across the entire browser area when users click to a new page. The resulting ad is identical to TV, whether the user has a high- or low-speed connection.

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