Advertisers need to be more creative when it comes to monetizing online video, panelists at MediaPost’s OMMA Video conference in New York agreed. And while pre-roll ads are unsatisfying to both consumers and content providers, don’t expect it to go away anytime soon.
— Ron Berryman, SVP, GM Television Stations, Fox Interactive Media: We’re all testing business models over the next few years. How we monetize will change. Pre-roll is a good place to start, but this is a time of experimentation. We do find that people are watching full-length episodes, but we know we can’t treat online viewing like TV. In terms of developing revenue from different platforms, we do plan to enable downloading and renting online video.
— Rick Mandler, VP, Digital Media Advertising, Disney – ABC Television Group: We’re making money from pre-roll ads. However, repurposing TV commercials is not taking advantage of the medium. But that’s what most advertisers are giving us. A few are giving us something different, ads that take advantage of having a direct d conversation with consumers.
— Scott Levine, director of Product Marketing, AOL Video: You may be able to take an episode of Heroes or 24 and throw it up. But we can create