Many advertising execs are advocating the amalgamation of video ad buying across TV and online. But, at Beet.TV’s recent London Video Ad Strategy Summit, the online investment head of GroupM’s MediaCom agency, warned a single piece of creative must be judged very differently across the two formats.

“There’s a tendency to want to revert everything back to one level,” Damien Hodge observed. “We’re in danger of a commoditised market.

“If somebody starts off with a 20-second pre-roll but opens it up and interacts for three minutes, that’s a very different route from a 30-second TV spot. So it’s important we don’t look at it on a purely like-for-like basis.”