Add a new online video unit to the ranks of pre-rolls, post-rolls and overlays: the 12-second Twitter spot. Video-sharing site 12seconds has launched the "12omercial," a tweetable, embeddable sponsored video ad, with electronics giant *LG* and software startup Xobni as its first paid advertisers. The ads come with built-in analytics, link back to a landing page, and run in a special branded player on the 12seconds site.
Founded in early 2008, Santa Cruz, Calif.-based 12seconds is still a very small startup, with four employees and no capital raised. But co-founder Sol Lipman said the video-sharing service averages about 400,000 unique monthly visitors (the company "doesn't think as much" about registered users), and brands like Xbox Live, Starbucks and Kodak have already created clips of their own (not as part of the 12omercial launch) to reach their target audiences. Lipman talked to paidContent about the thinking behind the 12omercials, how an advertiser would determine the ROI of such a short snippet of video, and whether the startup planned to raise funding any time soon.