The data on consumer perceptions of online video ads, gathered through a recent survey of 950 Americans in a representative cross-section, was an appropriate preamble to determine what's workable in the evolving medium.

Online video ads are doing better than pop-ups and pop-unders, with only 31% of those surveyed taking a strongly negative view of video versus 55% for the latter. But that's an easy win against infamously annoying ad formats. To put it in perspective, Manatt noted that only 18% of consumers have a strongly negative view of banner ads, 21% for skyscrapers and 27% for "advergames."

Significantly, the number of consumers taking a strongly negative view of online video ads has been increasing over the last few years, indicating that the novelty is wearing off. "In the early days of rich media, it was much more effective than non-rich media in getting consumers' attention. But now there's essentially no difference."

That makes it imperative for advertisers to adopt strategies that are less disruptive of the consumer's Web experience--and if possible, complementary to it.

While the medium is still evolving, Manatt advised the audience on some tentative rules for online video advertising. She countered widespread criticism of the pre-roll ad model by noting that consumers are much less likely to accept a long ad in the middle of a news clip, with 70% saying they'd rather see it at the beginning. By the same token, consumers are willing to watch a longer pre-roll video ad if they're trying to watch a longer clip.

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