Just about every platform on which it is possible to present video content is currently hosting different levels of experimental activity aimed at either establishing best practice for the first time (streaming [1] ad-supported video, cell phones and mobile devices, many place-based media [2], games etc.), or reengineering formats and ad pods to deal with threats to existing practices of changing behaviors and new technologies (TV looking to deal with DVRs, the opportunities of addressable advertising [3] and others afforded by digital [4] TV and, of course, the old bugbear of ad avoidance).

MediaPost: October 31, 2007
By Mike Bloxham