The Wall Street Journal recently reported that "in the first six months of 2010, advertisers spent $627 million on video ads," a significant increase from the year-ago period. This statistic makes it clear that online video's combination of sight, sound and motion is an especially effective one for advertisers, something that comes as no surprise to broadcast veterans. The addition of interactive capabilities further enhances the user experience and increases advertiser benefit.
What's also clear from this figure is that marketers, agencies, publishers, technology enablers, industry groups and networks have done a tremendous job of creating and nurturing a growing segment of advertising that delivers value at virtually unprecedented scale. But in order to maintain this pace of growth, each of the stakeholders need to rally around maintaining advertiser value. For the ecosystem to thrive, all parties need to ask themselves: "Am I delivering on the marketer's goals?"