Unicast Ads

Hi,

I've seen Unicast ads (basically tv commercials for the web) around a fair bit, and they look pretty good in the most part. it also seems that they're getting more and more popular. So, as i'm looking to design a website soon, would it be wise to anticipate them being potential forms of advertising on my site in the near future?

Can they be played actually on a webpage, taking up webspace, or can they only appear as a pop-up? Becuase i really hate pop-ups, no matter how good the ad is! I realise they are failry big, but there are ways around that, and I know from a personal POV that i'd be more likely to click on something that didn't pop up in my face unanounced and unasked for (i'd probably not click on it even if it was entising just outta principle!) Is this something anyone has seen, a unicast (or similar) ad actually on a site (not as a pop-up extra/'intro for skipping'c ad)? if not, i'll probably contact unicast and find out. But commercial responses are usually more clouded.

Thanks guys
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