In today’s iMediaconnection InFocus, video beat writer Adam Shabaz gathered a few industry leaders (and one PR guy) for their thoughts on the OPA’s study into online video, Frames of Reference.

Some very different points of view, though not entirely surprising either. Click over to get inside the heads of Matt Wasserlauf, CEO, Broadband Enterprises; Greg Verdino, CRO, crayon; Russell Scott, CEO, Jetset Studios; Mike Shehan, CEO, SpotXchange; Corey Kronengold, Director of Corporate Communications, Tremor Media; and Pam Horan, President, OPA .

Any point of view that begins with, “Our industry loves to fund studies that justify blind allegiance to the status quo,” is worth reading. It is interesting to recognize and understand the points of view based on the business models of the companies these voices work for. Most people from the creative agencies have been very vocal against pre-roll, and certainly against the use of :30 second spots, in favor of original ad formats, while those in the pre-roll (and mid-roll) business very much welcome data that supports its continued - yet responsible - use (read: ad rotation & frequency caps).

Let us, and iMedia, know where you stand on the pre-roll / :30 second debate. Who has it right? Who has it wrong? There are a number of independent research initiatives, as well as an upcoming research project by the IAB. What do you want to know before you launch your next, or first, video campaign?

This entry was posted on Wednesday, July 25th, 2007 at 11:30 am and is filed under Streaming, Video Research, advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.