For the fifth question of the FAQ, I have very few things to add to Steven’s argumentation: Creativity and empathy are key.
I received a powerpoint made by a Microsoft Creative Strategist. He uses data from a Orange UK – OMD UK study about impact versus intrusion: It appears that video MPU, skyscrapers and banner to overlay are the formats offering the best balance between impact and intrusion while the overlay is regarded as too intrusive for its impact.
But nothing is more irritating than a stupid ad, no matter the format and the medium used. I mean, a commercial like this one irritates me big time at first sight even if it don’t pop’s up at my face.