Online Video Formats: What's the future?

Mark Robertson in his blog titled:  Three Online Video Formats for the Future highlights an article by Melissa Chung in the Industry Standard.   In the article, Melissa talks about three online video formats she thinks could be the future of online video advertising.  They are:

1) Lead generation for video
2) Interactive pre-rolls requiring user input on branding effectiveness
3) Clickable videos that integrate ads with content

She appears to lament the fact that in spite of the positive forecasts for online video advertising growth, the current forms of online video ads seem stuck in the same "retread" notion of pre and post rolls - "rudimentary formats that just piggy-back off other video."

In our work with clients and partners, we see the three things Melissa talks about as closer to reality than she may realize.  Especially for small and mid-size marketers, lead generation and interaction capabilities that drive even more qualified leads is what they are want - not just video.  Online video that drives direct response is just around the corner Melissa, just wait and see.