As the advertising industry sizes-up the value of branded Web video, the nascent medium provides "residual value," something not found in television advertising, explains John McCarus, SVP of Brand Content at Digitas in this inteview with Beet.TV

Unlike television where ad buys which stop and start, branded videos created for the Web live-on, providing continuing value to a brand, he explains.

In this interview, McCarus speaks about the aftermath of the Digital Content New Fronts, the implications of the Discovery/Revision3 acquisition and the Turner investment in Funny or Die.

We spoke with him today at the OMMA Video conference in Manhattan where he was a speaker.

Andy Plesser