There are several good ways for advertisers to use online video that yield respectable ROAS and ROI. But, there is absolutely nothing about the financial reality of broadcast television that translates to online video. So, it may be fun to think of a multi-million dollar online video project as groundbreaking — but I think it's more realistic to think of is as bank-breaking.
About the Author: Shelly Palmer is Managing Director of Advanced Media Ventures Group LLC and the author of Television Disrupted: The Transition from Network to Networked TV (2006, Focal Press). Shelly is also the 1st vice president of the National Academy of Television Arts & Sciences, NY and Chairman of the Advanced Media Committee of the Emmy Awards. You can read Shelly's blog at http://www.emmyadvancedmedia.com. Shelly can be reached at firstname.lastname@example.org.