Viral Videos Declaired as New Form of Mass Entertainment by IAB CEO

Beet.TV Interviews Randall "Randy" Rothenberg, president and CEO of the IAB where he states, "short form viral videos are a new form of mainstream entertainment. It's no longer R&D. It's no longer experimental.Take it all together what we've found, what we're finding, is that we have created a new form of mass entertainment. It's reach is as signifigant - actually it's reach is more signifigant than that of television." "The fact that's it all based on oped-in, the people make an affirmative decision to send it to people and that the people to whom it's sent make an affirmative decision to watch it means it's far more engaging, vastly more engaging than any previous form of video."

The IAB is expected to announce Online Video Advertising Standards later today.