• by Ross Fadner , October 29, 2008

Scale may be the biggest issue facing the online video industry, but matching advertisers to the right content is equally important, Melissa Fallon, VP of Television and Digital for Davie Brown Entertainment, said at the OMMA Video conference in Los Angeles. Why is this so important? Because the engagement level with online video is so much greater than with television. The next step, she said, is weighing the viewership and qualifying the audience.

 

But what about quality content? Isn’t quality content the biggest issue facing the online video industry? Fallon didn’t seem to think the level of quality was as important to the industry’s health as matching content and advertisers. Ideocracy President Ted D’Cruz Young agreed: “Context is king. Content isn’t. There’s just too much crap content.”