• by Joe Mandese  @mp_joemandese, June 16, 2008

With quips like that, you'd think this was another kind of online video conference, but as the quipster, Media Contacts' TS Kelly pointed out after quipping it, “It's not that kind of video.”

The size and motion Kelly was alluding to, was the volumes of data associated with ad-supported online video, and how agencies like Media Contacts make sense and value out of it.

“Part of the process is getting our teams to understand the mountains of data,” he said, adding that there has been some significant progress. “Eighteen months ago, even talking to a CPG about online video wasn't something they even had on their docket â€" 95% of their spend was on network TV. Now they want to talk about things like pre-roll.”

Ultimately, Kelly said the research and metrics are still about the fundamentals â€" like proving the ads are driving traffic to consumer brands and into stores.

“Our job right now is to be able to interpret data for our clients. In the past, we only had a few sources, now we have data from (everyone).”