The panelists seem to agree that industry needs alternative ad formats to the pre-roll, but they're not so forthcoming on specifics. Tracy Scheppach is tight-lipped on findings coming out of Vivaki's
"pool" research so far and CBS's sales svp Lagana mentioned "unique executions' for travel and financial services advertisers, that showed solid metrics, but he didn't elaborate. So, pre-roll, bad,
innovation and experimentation, good, but no clear answers on what works best for both advertisers and audiences. Shulman says were not at point to offer best practices yet for online video. Hasn't
the IAB done that already?
