Recently, multimedia advertising that utilizes a digital technology has been increasing beyond a traditional media. Objectives of this study are to identify video clip ads appeared on Internet in terms of media creative and analyze how consumers recognize such ads. In the course of study, firstly I categorized them into banner ads, website video clip ads operated by corporation and video clip ads provided from UCC sites. When looked into the principle characteristics, in case of banner video clip ads, first of all, it was found that there was a huge trend to be absorbed in such ads and unlike existing TV ads, they were not influenced by time limits. For website video clip ads operated by corporation, they whetted curiosity of consumers by providing drama-styled long-time ads, difficult to be released on the existing TV ads. In addition, they are attracting consumer’s active participation such as download, copy and event participation beyond just watching ads. Lastly, as for UCC video clip ads, they have been obtained attention of consumers of itself not by exposing brands directly but by doing them indirectly to contents. In brief, advertisers intend to draw an interaction with Internet users by applying various patterns of participation such as UCC ads contest, copy and reply allowing the public to take part in, and Internet users also have a tendency to participate in and accept ads aggressively rather than just receiving passively.