Online Video Growth Stunted by Old School :30 Mindset

Following his trip the the recent iMediSummit, Underscore Marketing President Tom Hespos is voicing his frustration with the advertising industry's continued cling to the television nipple. Concerned that many new online video advertising opportunities will amount to "shovelware TV," Hespos reports many industry execs are pleased as punch with the status quo, happy to unnecessarily pay middlemen to serve their precious TV spots and offended at the notion online video should be any different than a :30 spot.

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Many of the first television offerings were just theatrical plays performed in front of the camera. Of course, however, the people who succeeded were who exploited the resources and nature of the new medium instead of just grafting content. These hacks will quickly be superseded by actual innovation.

Posted by: Ben Popken on December 15, 2005 9:24 AM