As online video ad formats become ever more popular vendors are adding analytics and other measurement systems, to help clients determine the best ROI and campaign strategy.

One recent example is KN Dimestore recently rolled out a new service in which campaign measurement surveys are embedded into the online video streams, either as overlays or as part of the pre- or post-roll.

The surveys do not interrupt the video or require respondents to go to a third-party site. TidalTV began using the service beginning since beginning of October, Benjamin Theriault, Director of Business Development at KN Dimestore tells MarketingVOX. "It has found that response rates are higher than what you would normally see compared to standard survey methods such as companion units, fly-overs or pop-ups," he says.

Other examples of smarter video technology include Cantaloupe.TV, which rolled out its video management platform, Backlight last year. It enables email marketers to embed video into emails, integrates video across online marketing tactics - and measures video viewer interaction.

Flimp is a software-as-a-service application aimed at non-technical marketers. Its platform enables users to create, edit, distribute and track customized video landing pages through a drag-and-drop graphical user interface without any programming or analytics plug-ins.