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

So, what are we defining as video advertising? Nothing less than an ad running in place of video content in a well-defined video player -- either before, during, or after said content -- i.e., the traditional TV definition of adverting, says Alan Schanzer, Chief Strategy Officer at Undertone Networks. Who doesn't define video advertising as such? Well, comScore, according to Schanzer, still measures video ads as “all things video” -- by which we assume he means most rich media ads and any ad creative featured within a video player -- which Schanzer insists is not the right way to define or measure video advertising.