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You're reading: Digital Tonto: Why advertisers need to start taking online video seriously

In the post-war era, television has been the workhorse of the consumer culture. Nothing has been more effective across categories and timelines as the 30 second spot.

So when technology made online video possible, it seemed as if a new day had dawned. There would not be just a “box,” but a “three screen world,” in which online video would rule.

Strangely though, the opposite seemed to occur. TV has actually gained both audience and ad share in recent years. Therefore, many traditional media advocates have closed the book. However, that’s premature. Today, online video is finally coming into its own.

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