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In taking a look at today’s most creative advertising, like Crispin Porter’s Burger King Campaign, it is clear that entertainment companies are playing it too safe. The problem is systemic, entertainment has followed the same credo for years of fishing where the fish are, relying on the same customer base of frequent movie goers for its revenues.

Holistic measurement is the subject of intense global interest in the communications industry.

Brand advertisers know they need to reach consumers on the web. Yet, for many low interest, advertising-dependent brands, the web isn’t working all that well.

As video reaches into all sectors of the media space, content, the technology, the devices, the infrastructure, the entire way that companies and groups, large and small approach their work will and are now altering.

Internet delivered video has not only entered the advertising space, it has invaded it and in a very short number of years, Internet delivered video will be a dominant entertainment and communications consumer medium.

Traditional television is moving to the Internet. Though today’s consumer can effectively avoid watching advertising on TV through new time- and place-shifting technologies, the “opt-out” function and other choices make it easier than ever for consumers to skip ads online too.

Back in the early days of online video advertising, say 2007, when short form video ruled supreme as the only accepted form of online video, I often found myself waiting through a 30 second ad to watch what eventually turned out to be a minute long video.

The world is imploding. Money is tight. Volatility and fear are real. Proven approaches are rare, and advertising research is two years behind consumers. A seismic sea change in ad/marketing research is underway, experience that change in action as industry thought leaders chart the new course at Re:think 2009.

Anthony Wood, Founder, CEO, Roku delivers a keynote at Streaming Media West on the future of television and the convergence of media.

Mike Miller of Offerpal talks about creating opportunities for advertisers to connect with social media users by integrating advertisers into online games and offering virtual currency that users can spend on both virtual and real goods.