How easy will it be for more targeting pt. 1

http://newteevee.com/2009/10/14/execs-decry-lack-of-interactivity-targeting-in-video-ads/

Execs decry lack of interactivity targeting in video ads

"Despite new technology that can provide more engaging and better targeted ads for online video, most publishers have been stuck repurposing 15- and 30-second TV spots online, a problem that execs say leads to lower CPMs and a poor user experience. But with advertisers and agencies struggling, there may not be an easy fix to this problem.

The need for publishers to develop their own custom ad units is being driven mainly by agencies that don’t have the resources to create new, interactive ad units, according to Dina Kaplan, COO and co-founder of blip.tv.

“One of the challenges is that now that clients have budgets for web video, which they do, you need to have video assets, you need to have pre-rolls, and post-rolls, and you need to have overlays. And at a time when the agencies are struggling, having to create more assets presents some challenges,” Kaplan said. “Agencies are shedding people, so how do you create more ad units with fewer people?”"

George Kliavkoff, EVP of Hearst Entertainment & Syndication: More targeting needed. “If all we’re going to do is take content from the TV and put it on the web, and all we’re going to do is put the same 15-second or 30-second ads on the web, can we at least target those ads? I know it’s some grand vision of the future, but i figured it would be here by now.”