• TV Week, Wednesday, June 4, 2008 10:30 AM

The single biggest advantage Web video has over television is that it allows you to listen to your viewers. Unlike old-school TV, Internet TV producers can access data, practically in real time, on how their videos perform, who they reach and when they reach them.

Are you using all the data at your disposal to fine-tune your videos, your content, and your distribution strategy? Do you track who watches your video via RSS, or when your creations are embedded on other blogs? Advertisers are demanding this information, and there is enough information, free and otherwise, to go the extra mile.

"The confluence of content, technology and varying user behavior requires us to hold digital media to a higher standard of performance," says T.S. Kelly, research director at Havas' Media Contacts.

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