Video Fundamentally Impacts The Internet

Think the future of online video monetization is branded entertainment? Think again, said Jonathan Miller, founding partner of investment firm Velocity Interactive Group, and AOL's chairman and CEO from 2002 to 2006. "Ultimately, branded entertainments aren't scalable," Miller said on Monday during a keynote address to kick off the OMMA Video conference. Branded entertainment's greatest virtue, according to Miller, is its ability to attract big advertisers to the new and untested world of video advertising. "But," he added, "It has to come back around to more traditional ideas." But the key issue on which the future of Web video rests, according to Miller, is the standardization of video measurement. "Bar none, it's the biggest thing we need as an industry."
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