Web-based video is an ideal marketing vehicle and will become a critical element of every good website in the near future, no matter what its purpose. The coming revolution of web TV will be a major part of the online video advertising mix. Luckily, traditional and interactive advertising agencies with a pulse on the market are already taking steps to get in the game. But, there's a lot more to be done.

Moving some portion of the current television spending onto the web is a potential bonanza for every company that uses TV advertising to sell its product -- and for many companies that currently can't efficiently use traditional TV. Just as search created hundreds of thousands of new advertisers, web video can expand the number of advertisers who can effectively market through video-based advertisements.

Infomercials, long regarded as the industry's ugly duckling, will become ubiquitous through online video, and viewers will choose to watch video about products they are researching for purchase. The ability of internet video ads to drive viewers all the way to a purchase is another facet of web commercials that will bring big TV money online.

When you buy a TV ad on NBC, you can only hope that it might lead to a sale later. On the internet, you know that some portion of viewers could be moved to an instant transaction.

Advertising agencies of all sizes need to gear up for this revolution faster than they are now, and the major players need to shoulder the responsibility to pave the way. Otherwise online video will never reach its full potential in the advertising world.