With the evolution of marketing channels, media and entertainment companies need to ask how programming will evolve into a multi-platform universe and how advertising will fit into short-, medium- and long-form content across a range of platform devices.

Panelists at ad:tech New York 2007 session titled, "Media and Entertainment: Programming, Distribution and Advertising in a Multi-Platform World," discussed opportunities in an era of multiple distribution channels.

"When deciding where to allocate their marketing dollars, advertisers should consider consumer needs," said Ted McConnell, New York-based director of interactive innovations at Procter & Gamble Co.

"Channels have different levels of intimacy," he said. "Balance the intrusiveness of a message with the intimacy of a channel."

Marketers need to consider how tolerant people are of ads using the different marketing mediums.

Seventeen percent of any video with a pre-roll is abandoned, Mr. McConnell said.

"In the end you have to instrument the video in the right way," he said.

Because users abandon videos that begin with commercials, marketers need to rethink their strategies and make sure to develop targeted advertisements that really interest their audience.

"A little bit more imagination with ads in video format is needed," said Curt Hecht, executive vice president, chief digital officer and general manager of Planworks/Starcom Mediavest Group, Chicago.

Panelists stressed understanding the audience. Know what they want, when they want it and how they want it.

"We are trying to be client-focused, and [are] staying very flexible," said Drew Reifenberger, senior vice president and general manager at online video site Superdeluxe.

Superdeluxe is owned by Atlanta-based Turner Broadcasting.

Mr. McConnell said that it is important to experiment and try a lot of different things in order to find out what works best for your particular audience. Mr. Reifenberger agreed, adding that advertisers need to listen very carefully.

Incentives may be one way of getting your audience interested.

"For customers to express desire, need and curiosity, there needs to be more interaction," Mr. McConnell said.