Online video reaching its own primetime

The balance of power in the online video world is undergoing an interesting shift. For the first time, content providers aren't at the total mercy of the content creators. From aggregators such as YouTube, Revver and Veoh to services like Joost, AmazonUnbox or Vongo, those with an intelligent distribution method are being pursued by those with the content. Improved technology, broadband saturation and traditional media creators' desire not to be left behind are just a few of the factors turning the drip of high-quality video into a flood.

As online video marches toward further commoditization, marketers will have more opportunities to advertise within, among and around online video.

The search for video content will give marketers more opportunities to create their own content that functions as both marketing and entertainment.