@ OMMA: For Online Video, Pre-Roll Works, But The Search Is On For A Better Way

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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

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