Rich media firm Unicast is expected to today release a survey it conducted revealing that online video has become an entrenched component of Internet advertising. For the survey, Unicast asked about
20 advertising executives how important online video was compared with other Internet advertising techniques, such as Flash and search. Eighty-eight percent of respondents said video was at least
equally important, while 12 percent said it was more important, according to Unicast. But respondents were not unequivocally positive--they also said that measurability of online video and ability to
optimize performance needed attention.