• by Ross Fadner , October 29, 2008

Speaking at the OMMA Video show in Los Angeles, agency execs claimed that a lack of resources is clouding over the growth of online video advertising. Sarah Baehr, Avenue A/Razorfish’s VP of Media, pointed out that clients these days expect agencies to create new, “earth-shattering” ad units, but Jason Tsai, SVP, Group Communications Director for Universal McCann, explained that this is not feasible given the agencies’ available resources.

 

“There is a fragmentation of unit type,” Tsai said. When you break that out and talk about publishers and programmers, “the amount of strain on the agency/marketer machine should not be underestimated. Those deals are very hard to make.”

 

Given these limited resources, Baehr described achieving one quarter of her team’s initial goal as “a huge win.” She added that, “there’s a huge disconnect about what it takes to get some of this done,” not to mention circular arguments with the client about what constitutes value.