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Summary:

“Is there money in long-tail video?” we asked a panel of video advertising CEOs at our NewTeeVee Live conference on November 14. Moderator Jeremy Liew of Lightspeed Venture Partners (bio) immediately took it to the next level, saying “I think there’s 500 people in the room […]

“Is there money in long-tail video?” we asked a panel of video advertising CEOs at our NewTeeVee Live conference on November 14. Moderator Jeremy Liew of Lightspeed Venture Partners (bio) immediately took it to the next level, saying “I think there’s 500 people in the room that think the answer to that is yes, so we’re going to more focus on how we’re all all going to make money from long-tail advertising in video.”

Here’s the video. This session is piggy-backed onto the panel before it, so it starts a little after 28 minutes into the clip.

If you prefer text, see our liveblog version.

Liew wrote the panel up himself, saying his takeaways were:

Online video is a brand building medium, bought on a CPM basis.

Ad buys today are coming from three buckets; TV budgets (the big opportunity, but further away), online budgets and experimental budgets. Video content coming from TV and other traditional video producers is most likely to win buys from TV budgets. Native online video content still coming from experimental budgets.

To get to a scalable online video ad business, the key barriers are (i) standardization of ad units, (ii) standardization of ad serving infrastructure and (iii) standardization of measurement/metrics. Continue reading at the Lightspeed Venture Partners blog.

Our panelists were Jayant Kadambi, CEO and co-founder of YuMe (bio); Tod Sacerdoti, CEO and founder of BrightRoll (bio); Matt Sanchez, CEO and co-founder of VideoEgg (bio); and Matt Wasserlauf, CEO of Broadband Enterprises (bio).

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