In case you haven’t clicked on every link in our blogroll (but why haven’t you?), head on over to Mark Glaser’s MediaShift blog. Mark spoke to a number of industry leaders about the state of online video advertising, and I must say that its one of the most balanced pieces you’ll get to read.

But if you absolutely refuse to read anything about online video except us, here’s what I had to say:

Probably the biggest mistake people make is in equating professional, studio-quality videos with the more amateur content that dominates video-sharing sites.

Yep. Some content just isn’t monetizable. Go figure. In case you need a refresher, pre-roll isn’t bad. Poorly placed pre-roll is. Remember the covenant! And more importantly, remember not to piss off Steve Hall.

Congrats to OVW friend and social media guru / junkie Amanda Mooney for joining the editorial staff at AdRants. Her first post sheds light on the challenges of the “post and prey” mentality that marketers bring to the table when they “want to do a viral video.”

We’re sure that Amanda and her team at American Shelf Life will bring some great additional insight to AdRants. Amanda, remember, you don’t have to be nice. Its AdRants. Let ‘er fly.

A few weeks ago, AdRants’ Steve Hall blew his stack - rightfully so - about the promotional advertising floating across the bottom of his TV in the middle of the program he was watching. I can’t wait to read what he has to say about this.

Yes, I harp on the value exchange, and users keeping up our end of the bargain, quite a bit. Today is no different. Why? Because if we keep dodging commercials, we force the networks to find a way to reach us. And they are really, really good at it. That, and they’ve pretty much got us by the cajones for the time being. Its still the content that we tune in for. They’ve got it. We want it. End of story.

MTV and Bravo are adopting their version of the web’s “L-Rack” on their networks. Their “L-Bar” has ad space on the side and along the bottom of your TV screen throughout the entire program. Think ESPN News.

Remind me….why am I going out to buy a 60″ flat screen TV to devote 25% of it to advertising? Is watching a commercial really that bad? I find myself infinitely more annoyed by the new forms of ads that intrude on and distract from my content consumption way more than a clean commercial break ever did. Am I alone?