The convergence of TV and online video advertising is happening, but there are still many operational challenges to realizing its full potential. At the recent Video Ad Summit, we zeroed in what still needs to be done in a session titled “How to Move Ads at the Speed of Today,” which included Melinda McLaughlin (CMO, Extreme Reach), Peter Olsen (EVP, National Ad Sales, A+E Networks) and Mitch Weinstein (SVP, Director of Ad Operations, IPG Mediabrands), with Steve Grubbs of Prohaska Consulting serving as moderator.

The panelists dug into issues including the diverse ad operations workflows for TV vs. online video, the confusion caused by today’s metrics, the huge amount of time industry executives currently waste just trying to sync up on common standards and terminology, why reach is so important, yet so elusive across TV and digital, plus lots more.

It’s a fascinating, well-grounded discussion of the practicalities required to make converged campaigns and spending really take off.

Watch the video (33 minutes, 5 seconds).