With the buzz about all things video, it's hard to ignore the hyper-focus on pre-roll spots....

Everyone wants their 15 minutes of fame, and deservedly so. Based on America's love affair with reality ("me") TV, one could argue it's become more a right than a privilege.

Many companies are making critical errors when venturing into new rich media trends. Everyone wants to keep up with the Joneses (who have long since gone wireless), but for the moment, allow me to step in and outline the following dos and don'ts around emerging online media trends.

Here's a novel concept: Take a 30-second spot originally shot for television and place it in a rich media ad unit. Wait, you've heard that one before? So have I, over and over again.

Whether viewers are watching a sports highlight or a news story, broadband video has emerged as a useful diversion. People are stealing away 10, 15, or 20 minutes of their day to watch a few snippets of streaming video, and this is happening most frequently between the daytime hours of 10 a.m. and 2 p.m.