It's only eight questions long so you needn't worry that it will divert you for too long.
But while you're at it, check out the Eye View blog. The January 14 posting is also interesting as it speaks to the fact that the way video has been monetized up to this point will soon change to a measurement based on performance rather than impressions. Here's the crux of the argument:
Using impressions to value video ads will not remain the standard for much longer. Apart from a handful of big-name, brand advertisers, companies will soon expect their video campaigns to provide ROI based on performance and how successfully they drive users through the sales funnel. As online advertising swings towards performance advertising, the effectiveness of video will be judged by increased conversion, not by impressions. There will be no need for a standard definition of an impression once everybody has abandoned the world of impressions for performance.
The above was in response to updated guidelines from the IAB, Interactive Advertising Bureau. Here's a typical news item from this organization's site (by way of the LA Times) that again points to the future need of organizations to require payment for previously free content:
Hulu ponders a partial pay wall
Hulu may soon begin to charge viewers for some of its previously free, ad-supported content. The site is reportedly considering a variety of plans, such as offering some shows' five most recent episodes for free but charging $4.99 per month for older content. A plan could be finalized within six months.
(You may also find this IAB document interesting... although it is already two years old!)
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