• by Tameka Kee , June 28, 2007

Technology isn't the biggest barrier to moving more monetizable video content to the Web, its the current advertising ecosystem. All four panelists agreed that the business and mentalities needed to shift -- from clients, to agencies, to content providers.

Ron Berryman said that when it became easier for advertisers to complete multi-platform buys (and when they became more adamant about doing so) mobile, IPTV and other types of digital content would be included in many more campaigns.

Karin Gilford said that the consumers obviously are receptive to online video, and consequently, the advertising. "The growth over the last 12 months has been phenomenal," she said. Her message to marketers? There's well beyond a critical mass -- which means that the audience isn't struggling with the technology, so why should we?

Rick Mandler did caution that a significant tech barrier exists around bringing Web content to the TV. "There's no solution that's so easy my grandmother can use it," he said. Once that type of technology becomes more readily available, the industry should grow dramatically.