• by Mark Walsh  @markfwal, June 16, 2009

In considering advertising against original Web video, Media Contact's Adam Kasper says the agency looks at it as an investment. The questions is whether its worthwhile to spend $500K on helping underwrite 5 or 6 episodes which will get distributed around the Web. He suggests its a risky upfront investment for an agency even if they get to play a stronger role in shaping the content and production.

Studios like Next New Networks and others than produce videos for relatively low cost , $5,000 or $6,000, while reaching a sizeable audience stand the best chance of making it work. "But it's hard when a large upfront payment is required," he says.