The 30-second spot is not only alive and kicking but preferable, and users respond to them even better when they run as pre-rolls. This may seem counter-intuitive to current wisdom, but that's what the Online Publishers Association study, "Frames of Reference," suggests.

The OPA effort represents a step the entire interactive industry should be taking: seeking effective methods, standards and general clarity in the often hazy and uncertain terrain.

In that spirit, iMedia sought out top industry executives, with a special commentary by OPA president Pam Horan. We asked these experts whether the study is beneficial and persuasive enough to make them change their approach to online video marketing.

What we offer you here are not only six different approaches to the OPA study but also six different ways to think about online video. You'll find attempts to tear apart or further legitimize the study, as well as a between-the-lines commentary on what kinds of people make an industry thrive.

Want to let us know what you think about the OPA study and the role of video ads? You can participate by sharing your comments.

Introducing the panel:

Matt Wasserlauf, CEO, Broadband Enterprises
Greg Verdino, CRO, crayon
Russell Scott, CEO, Jetset Studios
Mike Shehan, CEO, SpotXchange
Corey Kronengold, Director of Corporate Communications, Tremor Media
Pam Horan, President, OPA

Author notes: Adam Shahbaz is assistant editor at iMedia Communications, Inc. Read full bio.