You haven't gotten into video yet, and you don't know where to start? Take a step back and evaluate your current video assets. Start talking to the major players in this space. It's still very much in its infancy and the content and advertising model is still being worked out on all sides of the equation.

The biggest questions to ask yourself are:

• What content do you have and how can you leverage that in an informative yet entertaining way?
• Are you thinking about how video can play a role early on in the planning and strategy phase?
• What type of content makes sense for your brand to associate with?
• What publishers, content owners and partners make sense for your brand?
• How does your target audience consume media on the web, specifically video?
• How and when will they be most receptive to your message?

Jumping in without thinking about the answers to some of these questions will likely not produce optimal results. It's easy to get started and test the waters with video banners and in-stream video, but be sure that you take a step back and evaluate these questions as you move forward with enhancing and improving your video strategies. Video can be an extremely effective part of your online media, but more importantly to your overall marketing program.