• by Gavin O'Malley , Staff Writer @mp_gavin, June 8, 2011

Buck up, video pioneer! TV dollars are on the way! So assured John Muszynski, Chief Investment Officer of SMGX, Starcom MediaVest Group, during his morning keynote at OMMA Video. “Don’t be frustrated,” he said. “This is a whole new channel for them,” he said of video in the minds of most media buyers. What’s more -- and in sharp contrast for their familiarity with and expectations for TV -- said buyers are not certain of the values they’re getting.

That said, "I think you [video] guys are in a significantly better place than where TV is, but you guys have to work together," Muszynski said. To do that, video advocates have to first figure out where the money is coming from. As it stands, however, Muszynski said he’s not seeing a commitment on the part of the video industry to saying: “This is what makes video better.”

Meanwhile, if you’re going to try to move TV dollars online, Muszynski said, it's best to keep metrics and benchmarks similar to those that buyers are already familiar with. Added Muszynski: “I believe they’ll have to be similar and better."