The Pool, a joint effort by marketers and online publishers to determine a standard Web video format, is being compared to the process that resulted in the 30-second spot becoming the "gold standard" for TV commercials, according to this article. "In terms of advertising spending, television didn't take off until it got a 30-second unit," said Tracey Scheppach, senior vice president of video innovations at Publicis Groupe's Starcom MediaVest, which helped form the Pool.

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