Marketers are still trying to apply old rules to the new game. Thinking online video ads can be approached like TV ads is a mistake. In fact, a recent study noted that half of all respondents stopped watching online videos once they encountered in-stream advertisements (I know I would have done the same). Expecting viewers to sit through a 15-30 second commercial before getting to the actual content is not realistic in the online world. Heck, people don't even like watching commercials on TV and thanks to DVRs 53% of people don’t have to.
As with everything 2.0 there are some marketers that do this better than others -- those who are experimenting with using just a corner of the screen or placing the ads in separate screens all together are headed in the right direction. I think that there is a place for online video advertisements but we need stop thinking it's just a new kind of TV and come to the boardroom with a fresh new approach. The focus needs to be about making the ads relevant and non-disruptive.