• by Gavin O'Malley , Staff Writer, June 9, 2009

Nip the complexity of video measurement in the backside by picking -- and then sticking with -- one metric, the panelists strongly suggest.

“Pick a metric and run with it,” said Scott Ferber, chairman and CEO of TidalTV, whose clients relentlessly ask how video fits in the big picture, and when cost per acquisition is relevant to the emerging medium.

“Whatever your next campaign is, just run something against it,” pleaded Andrew Budkofsky, SVP Sales and Partnerships, Break Media.

“Set your goals upfront,” said Matt Langie, senior director of Product Marketing at Omniture Inc. “Set a small budget and experiment with it.”

Admittedly, the whole is business is “not going to be an easy thing,” said Jayant Kadambi, co-founder and president of video ad platform and tech provider YuMe. What’s his advice with regard to the ideal metric? “Think audience.”

For his part, Brian Shin, CEO of Visible Measures, asks that marketers and agencies think about thinking about video as a brand building medium.