Internet video is continuing to grow by leaps and bounds. While this growth has provided advertisers with many opportunities, it has also raised the bar for the level of quality and engagement that advertisers must reach with video. In an interview with WebProNews, AJ Vernet of the Digital Broadcasting Group talks about current trends and misconceptions regarding advertisers and online video.

While advertisers realize the need for customized and engaging content, they do not always understand that their video may not go viral. Vernet said a viral video is “a real moment happening.” Although competing with viral cat videos is difficult, advertisers can succeed by using creativity to create good online content.

The 30-second spot doesn’t work online. Instead, advertisers need to look beyond traditional tactics and look for new opportunities. Vernet said:

“I think what advertisers have to do is start thinking outside the box and say, how do I associate my brand with a cool piece of content or a theme…”

In the future, Vernet sees users going directly to the Web for content and being able to find a particular show on multiple sites across the Web. He believes the future is online and advises advertisers to invest more money toward online advertising and targeted video content.