Online Video Inventory Should be More TV-Like

VIEQUES, PR -- Online video faces a challenge in scarcity of quality inventory for ads, but that can be turned into an advantage by borrowing a page from TV's playbook. That's the insight from Anthony Risicato, General Manager of Tremor Video's VideoHub, who we spoke to during the Beet.TV Executive Retreat in Vieques. While the video inventory for quality, premium advertising online is limited, TV has the same issue and has turned it into a benefit, he says in the video interview. "TV is the definition of an inventory scarcity problem and they've solved it with different rate cards and packages and no one is telling the broadcasters to go create more inventory for more ads," Risicato says, adding that TV networks manage the inventory through a sophisticated buying system. Online video, by contrast, is complicated but not quite as sophisticated.For more details on how the online video business can overcome the inventory challenges, check out this interview.

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