Anyone contemplating in-stream mobile TV or radio advertising should go directly to iTunes' podcast library for his or her first lessons. Remarkably enough, a handful of audio and video podcasters already see what short-form media sponsorships should be. Try the daily audio podcasts from The Onion. Not only are the shows a minute long, but the sponsor, Chili's, is happy with a 5-second end-piece. And it works. Likewise, Mondo Media's very popular Happy Tree Friends animated vodcasts have 10-second pre-rolls for the new album from The Strokes. Before I knew what hit me, I got a quick dose of images and music that convinced me these guys have that Franz Ferdinand vibe I like. Mission accomplished.