SAN FRANCISCO — The giant media agency MediaVest is a big believer in online video
and is now turning to the Web to precisely target audiences, said
Donna Speciale, president of investment and activation and agency operations.

I caught up with her at the recent 4A's conference.  She talked about how clients are starting to consider a wide range of
video sites, including small and large and those with user-generated and
professional content.

Helping clients feel comfortable in edgier content is
still a challenge, but that's part of what the agency is working on this year.
"It's a chance to hone in on audiences and target them," she said.
"We want to forget the waste and hone in on the 18 to 24 year-old, or
teens, or kids."

Daisy Whitney,  Senior Producer