Mark Cuban Says Advertisers Have Leverage In Pricing Ads For Video - Really?

In his latest blog post, Mark Cuban takes a look at the impact that Nielsen's release of commercial data has had on the discussion of how ads in videos should be priced.

He says "So riddle me this. If the Internet is the ultimate DVR for video, will advertisers put comparable pricing parameters on internet video that they are trying to put on TV DVR commercial viewing ? If they do, and only pay for videos viewed within 3 days of the video being posted, won't that put a huge crimp in the internet video business ?"

My basic reponse is that there's an apples and oranges comparison here. Videos are ran over and over again each day. Plus, because they're within an optimized webpage, they're looked up in a search engine. Thus, if the video concerns a Paris Hilton issue that is discussed on the TV news, the search for that will go up, and thus cause a new round of views for the applicable video.

For the video meter to stop running in this case would be unfair and not negotiable from the standpoint of the video producer. A commercial withing a video, or a sponsored video is part of the video. Thus, it "moves" with the video -- if the video is found on Mamma.com, the ad will be there, and so on.

This is an entirely new approach to commercial message distribution. I don't think one can compare it to current TV commercial economics. I also don't think advertisers really have a good clue what's going on in new media. Many of them can't even define Web 2.0