Direct Line Blog

In search of an online video standard

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I don't know if last week's "pool" party is going to work -- Publicis's Starcom MediaVest Groupe invited online media leaders Microsoft, Hulu and Yahoo to "The Pool," in which the companies will discuss how to come up with the elusive standard that online video needs to get advertisers on board, since right now it's nothing like the 30-second TV spot standard of pricing.  But the fact that measurement is the key element to this process sure makes me feel good about our world of DM. Hey, if it's not measurable, today's marketer is not going to want to invest big budget numbers, especially when we're in the middle of a recession. Weirdly, YouTube is not involved in this...
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