Media companies and advertisers are bullish about the rise of online video, with the majority of publishers predicting higher future CPMs and most advertisers envisioning greater spend effectiveness, according to "Optimism Despite Unresolved Issues About Video Advertising," a December 2013 commissioned study conducted by Forrester Consulting on behalf of Videology.

However, despite this general optimism, advertisers, agencies, and media companies differ on the benefits of online video and exactly how the medium will evolve over the next few years.

For example, respondents from media companies and agencies are optimistic about TV viewers' interacting with supplemental content on a second screen, whereas advertisers are skeptical, especially about the likelihood of consumers' engaging with ad-related offerings.

Another gap is apparent in describing the advantages of online video: Advertisers say they are attracted by the promise of targeting and better communication, whereas their agencies see a greater benefit in the medium's interactivity and improved audience attention rates.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji