How to Measure ROI in Online Video by Daisy Whitney

Let's say you're a media buyer. And you just plunked down client cash for some pre-roll spots in "What the Buck" on YouTube, a couple of new series on Blip.tv, and "Criminal Minds" on CBS.com. Would you be able to report back to your client on whether the money was well spent? Many media buyers say they can't. At least not well. A just-released Casale Media survey scored a lot of ink for its growth predictions of a 25% increase in digital video ad spend in the next year. But what's really telling about the report is that difficulty in ...Read the whole story

  • Consumers More Accepting Of Video Ads In Premium Online Content by Laurie Sullivan

    Video ad-serving company Auditude will release a report Friday suggesting consumers have a higher acceptance of ads in premium content compared with user-generated, and online video publishers, content owners and distributors can generate higher advertising revenue as viewer acceptance increases around TV-like commercials in online videos. ...Read the whole story

A Million Views On YouTube -- And Other Lotto Wins by Kaila Colbin

The beauty of Web 2.0 is that all the gatekeepers are gone. No longer do we have to get approval from an agent, an editor, a publisher or a broadcaster. No longer does someone have to deem us worthy before our video can become accessible to the public. The playing field has been leveled. And the level playing field takes us right back to where we were: with would-be stars toiling in obscurity, with the likelihood of discovery or popularity near zero, and with the same megahit / long-tail structure that has always existed. All that has changed is the ...More

  • Premium Video Is Quality Video by Matt Minoff

    Despite the rapid growth of online video consumption, advertiser demand for "premium" video inventory continues to outpace supply. Innovative brands and agencies are looking for new outlets where they can deploy their video budgets. To date, "premium" inventory has been defined predominantly as advertising placed before television programs online. While this surely constitutes a subset of premium inventory, another burgeoning outlet is that of social games, ...More