Yesterday venturebeat.com asked an “expert” to opine on the future of online advertising. Who is that expert? Venture Capitalist Baris Kardogan. His impressive bio is light on marketing and heavy on electrical engineering, but I was willing to spend a few minutes to get an alternative view.

Who knew - he actually got some of it right:

“You don’t click on pre-roll ads because you are waiting to watch the video, and you don’t click on post-roll ads because you rarely watch a video all the way to the end.”

This has always seemed like the big hole in all these placements the media companies have all been gleefully selling at exorbitant CPMs. Not unlike Cinema Advertising, these ads are in the wrong place at the wrong time. Video and Movie viewers (some of the latter have even paid for their tickets) are not there to watch your ad (or mine for that matter). They have come for another reason and your ad is keeping them from that goal. Bad ad, actually bad media.

Thank goodness some one finally said it. Ok, he might be an expert.

Kathy Sharpe, CEO

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