broadcast TV is now an intriguing if somewhat archaic alternative to digital viewing, according to the college panelists.

ads that overlay on video advertising are "annoying"...

This little anecdote kind of speaks volumes...

Nick Fuller is inquiring about the attitudes of our college panelists towards online video advertising, and the overall consensus is fairly negative.

That's from one of the college panelists, who explains that he watches everything he wants on demand over his laptop. Another panelist chimes in that she "hates the advertising" on broadcast and cable TV, and some digital platforms allow her to skip through.

Are young adults watching TV less? That's one of the questions in the air at the youth media usage panel, with real live college students from the Bay Area, at OMMA Video on Wednesday morning.

Is an online version of TVs' gross ratings point (GRP) the only way to get brand marketers to spend more on video advertising on the Web? That lingering question was taken up during a panel on the future of free TV content on the Web at OMMAVideo conference in San Francisco. For now at least, a Web equivalent of the GRP is the best way to bridge the gap between TV and online planning and measurement, according to Dounia Turrill, SV,P client insights at Nielsen. That's not surprising, given the research firm's push to make its Online Campaign Ratings tool …

Karen Cahn, GM, Branded Entertainment, AOL-Huffington Post Media Group, opened OMMA Video Wednesday with the keynote, telling us there's nearly 7 billion people in the world and about 2 billion of them own devices to share and view content, such as mobile, devices and PCs. By 2015, that number will jump to 15 billion devices. On them, consumers will browse, read and watch videos online. The adoption of technology will drive content production to keep people entertained and informed. Trending data tells us what type of content drive views and shares. The AOL-Huffington Post Media Group focuses on determining what people …

Two billion of seven billion people around the world have digital devices that own and share content, says Karen Cahn, general manager of branded entertainment, AOL-Huffington Post Media Group, during a keynote address at OMMA Video in San Francisco. But by 2015, there will be 15 billion devices.

"The time to measure mobile by traditional digital metrics is over," Marcus Startzel, senior vice president-sales at Millennial Media asserted during the afternoon session of OMMA Mobile, citing examples that transcend conventional click-through and engagement metrics. Things like GMC or Buick "driving people" into their dealerships, or Patagonia driving people to their app, he said, adding that those consumers and marketers are, "Taking advantage of what mobile can do that the computer cannot do. Taking it right into the store."