• by Gavin O'Malley  @mp_gavin, September 28, 2005

The hope that ad agencies and sellers will find a way to include streaming video buys in the whole media buy emerged as the central theme of speakers at Tuesday's OMMA East panel "Buying Video on the Web--Whose Job is it Anyway?" The panel, moderated by Adam Herman, senior vice president and interactive media director at Beyond Interactive, was convened to address streaming video's current and future place in the media-buying universe.

Christine Peterson, engagement specialist and media supervisor at Carat Fusion, said she never wanted to hear the terms "interactive planning" or "traditional planning" again.

"For streaming media to be totally integrated, we should just be thinking about 'communications planning,'" said Peterson. "That's the only way to make the whole greater than the sum of its parts."

Peterson added that her clients' perceptions vary widely with regard to the role of streaming video. "Some clients consider their broadband channels as just another cable network in terms of spending."

How do marketers get the unconverted to spend on video over the next round of budget discussions?

With better measurement, more standardization, and the power of suggestion, the panelists said. Russell Booth, MediaCom's interactive media director, said he indeed needs to see more of both measurement and standardization, but he also acknowledged the power that a single compelling planner can have on the distribution of dollars.

Steven Goldberg, vice president of business development at 24/7 RealMedia, agreed with the need for greater measurement and standardization, adding that his hands will remain tied until demand for particular categories of broadband video reaches a critical mass. "I can't convince my clients until that perception of critical mass exists," he said.

Added Goldberg: "Our advertisers want ease of use and ease of execution, and that still needs a lot of work."