Companies Seek Better Understanding of Video Advertising

Online video advertising is often misunderstood by both advertisers and online video viewers.  Although some companies are giving up on advertising through online video, others are investing their time wisely by coming together to figure out how companies can successfully use online video advertising.

BusinessWeek reports that “In the interest of lowering the hurdles… advertisers signed on to the Pool, an effort among marketers and Web publishers to agree on a standard format for online video ads. The hope is that by working together, the group will more efficiently find out what kinds of ads work best, thereby giving marketers more reason to shift ad dollars toward the Web”.  The companies will test an array of competing formats to determine which ones users are more receptive towards.  Regardless of the outcome—whether advertisers will or will not adopt these best outlets—companies will have a better understanding of what it means to use online video advertising.