• ClickZ , Monday, November 13, 2006 11:45 AM

The growth of online video this year has been staggering, but marketers are still struggling to find ways to effectively monetize the channel. Pre-rolls will not be the future of online video advertising. At least, that seems to be the prevailing sentiment among advertisers and publishers from last week's Ad:Tech conference in New York. Consumers, who most likely don't have any idea what a "pre-roll" is, should be celebrating.

What is it? The dominant online video advertising platform; estimates are that pre-rolls account for more than 90% of inventory sold at any time.

So, if not the pre-roll, then what? That may take a while to answer, says David Hallerman of eMarketer. Advertisers will continue to ramp up video spending, but that's because the base is very small. For now, most marketers are repurposing their TV ads online. The industry needs to come up with new ways of monetizing video. Inevitably, the ad business will turn to Google and YouTube for answers.

Read the whole story at ClickZ »