Despite overwhelming opinion that there has to be an alternative to pre-roll spots for online video, no one has figured out what that alternative is, according to MediaPost.
The latest iteration of the "death of the 30-second spot" discussion took place at an OMMA conference in Hollywood. Some said while online video and 30-second spots don't mesh well, there is no model on the horizon that can replace it.

Others point to research showing that viewers are irritated at the same level by these ads online as they are when they appear on TV.

Agencies were cited by one executive as being a source of some of the pushback against new ad models. They, in his experience, have been reluctant to try out new ad delivery mechanisms.