When it comes to online video, there are music videos, movie trailers, viral hits, TV shows, digital programs from networks like Revision3 and My Damn Channel and then - everything else. And everything else is what most people in the online video business are working on day in and day out, be they brands or independent producers. I'm talking about the weekly how-to series, the exercise videos, the niche news shows. Many of these producers are winning ad dollars and viewers. One such small company that's gaining traction is Washington-based Small Screen Network.

Video vendors continue to hunt for ways to distinguish their offerings from the competition, and that means each new week brings new ad formats, new analytics, and new measurement tools. The latest wrinkle in that ongoing quest comes from online video ad network YuMe, which is announcing today that it's incorporating metrics into its campaigns to account for optimal placement of a video ad.