It's probably a little bit of both, if you hear OMMA Video keynoter Tim Hanlon talk about it.
Hanlon, has just finished his keynote, and he's sitting on the opening agency panel, discussing
how Madison Avenue is handling the online video equation, including former colleague Tracey Scheppach, who anointed Hulu's Ad Selector as the format du jour for online video advertising, plus
Interpublic's Michael Brunick, Tidal TV's Scott Ferber, Simulmedia's Dave Morgan.
Hanlon's point, is that some ad executives may not really want to know what the enhanced performance and
accountability of online video may end up telling them about consumer engagement with the medium.
He cited what he encountered in the early days of DVR and digital set-top data streams for
television.
"'Hey, I don't know if I want to know that my ads are being skipped'," Hanlon recalls some of his brethren saying back then, and he suspects there are equal amounts of "guilt and
shame" taking place in the online video world today.
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