If there’s a consistent law of media history it’s that, for advertising-supported content channels, simplicity is the key, the sine qua non, of survival. Online video is a lot of things, exciting and engaging certainly among them, but not, from an advertising point of view, very simple. The still far-from-completed challenge of online video — if it wishes to become a truly integral branding channel (one really capable of commanding a solidly double-digit share of branding budgets) — is to distill the still overly complex data generated by video usage online into a more transparently targetable channel.
Source:Video Targeting: Simplifying The (Still) Too-Complex
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