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Kicking off OMMA AdNets mornining session, Matt Spiegel, CEO, Omnicom Group Digital, promises that digital advertising is finally poised for big changes after being mainly a "sideshow" for the last decade, accounting for only a tenth of all ad spending. But Spiegel says three factors have combined to push online advertising to a new level: -consumer behavior fundamentally changing -technology: the rise of ad exchange and related technologies -money: the economic collapse last fall was actually good (in a way) for online advertising. That's because "what it did was put a lot of interest on space...and then took …

According to Tania Yuki, Director of comScore it's the value of branded content and product placement.

Adam Kasper, Director of Digital Media, Media Contacts and moderator of OMMA Video's GRP panel posited, "A video view could be more valuable than a television view." Tania Yuki, Director, Product Management, comScore doesn't know that we can point with certainty and predictability to the value of a video ad. It's difficult to relate exposure to purchasing behavior. It's difficult to do the modeling that has been done in television, that would prove the effect of an ad said Jeremy Lockhorn, Director of Emerging Media and Video Innovation, Razorfish.

"We have to stop saying digital dollars," says Jeremy Lockhorn, Director of Emerging Media and Video Innovation, Razorfish, "It's not digital dollars, it's the new TV dollars."

Is the value of the GRP the key to convince advertisers to jump online in video? A GRP, is a reach and frequency method, a proxy for impact. The strategy breaks down when you try and bake in other metrics, according to Tania Yuki, Director, Product Management, comScore. The metrics needs to start simple, but there are things that companies can measure now, such as the ability to rate the content and track where it's shared. But even reach and frequency aren't simple in the digital space. Are metrics needed to appease people who can't see the value? "It's …

Yes, is the answer from the OMMA Video panel on metrics Friday afternoon. There was definitely a consensus that there needs to be one standard for audience measurement for online video to attract more ad dollars and scale the medium up. They also expressed dissatisfaction with the current situation in which there are dozens of different standards, "because when there are 20 standards, there's no standard." As for getting there, it will take some doing: suggestions from panelists included the IAB getting involved. Until then, however, media agencies may simply have to forge ahead by themselves; that's what Talia Skaletzky, …

The issues facing those measuring online video are not simple. How do you factor in click-data from short video segments? Can it be factored into GRP? As Jeremy Lockhorn, Director of Emerging Media and Video Innovation, Razorfish said, "20 different standards really isn't a standard" Everyone has their own calculation for GRP, but there is hope says Talia Skaletzky, Director, Online Video Practice, Initiative. In partnership with comScore and Atlas this is something that is being worked on, she says. how far away is it, no one seems to know. Pick a simple metric that factors reach …

Some of the shows being discussed include "Easy to Assemble" and "Forty and Bitter," two online video shows sponsored by IKEA. The group has found creative freedom in new media to do something new each season. During the keynote panel the group talked about how budgets continue to increase, though no one would confirm by how much. The budget increased this year, compared with last because Ikea saw more money generated from the videos. IKEA also is open to other sponsors for the video show. In the series, Creator Illeana Douglas plays herself, deciding to leave the Hollywood acting life …