CHICAGO — Digital video can come top of the marketing funnel – but the medium isn’t yet in a position to easily transition to the main screen in the house.

“Video is a great first touchpoint (with audiences) – then we start to close them off with some of the display and lower-funnel tactics,” DigitasLbi’s programmatic strategy and analysis VP Brian Zaben tells Beet.TV in this video interview.

“As the inventory has become more available, we’ve gone more with the trusted (online) shows – we know what we’re getting. But we take big bets on content like the iJustines.”

As internet technology comes to television sets, so, too, do many internet shows and advertisements. But not everything is yet ready to transition. Zaben adds: “Linear, addressable TV will become more relevant as more inventory becomes available.”

He was interviewed by Vertere Group CEO Tim Hanlon for Beet.TV at the Beet.TV leadership summit on the transformation of television, presented by AOL. Please find more videos from the event here.