There are millions of videos being streamed each day, so is it any wonder that so much recent press has revolved around video ads -- pre-rolls, post-rolls, interstitials, etc.? After all, someone has to pay for this limitless entertainment afforded by the YouTubes of the world. It seems a simple leap of logic that video ads ought to be the mechanism to do so. However, in the midst of all this attention for video, it appears that the vast opportunities afforded by rich media have taken a back seat. And it doesn't seem there's any good reason why.