While the 30 second pre-roll remains the dominant form of online video advertising, the medium is inexorably becoming more interactive, says Steve Robinson, CEO of Panache, the Los Angeles-based software company which is creating new forms of video ad units for major publishers.
Panache is providing the technology backend for the Publicis Groupe's VivaKi global online video advertising initiative which is called The Pool.
In this interview, Robinson explains his company's role in The Pool and the evolution of online video advertising media. Below we have republished our interview with ViviKi chief Curt Hecht who explains The Pool.
Earlier this week, we published an interview with Robinson about his company's work with MTV in creating a "fast forward" ad unit.