WorldNow is another network that works with traditional media giants such as ABC, Raycom, Landmark, News Press & Gazette and LIN TV, offering advertisers the opportunity to reach regional and national markets with hyper-local relevancy through more than 350+ local media sites across the nation. WorldNow's partnerships with national and local network television sites give it access to a wider range of video consumers -- 50 percent of whom now consume most of their news online.

"Part of WorldNow's stated mission is to empower local publishing (TV, radio and newspaper) partners to develop new revenue streams through scalable content, new technologies and platforms," WorldNow's Adam Gordon says. "Offering video advertising on our network is a natural extension of that mission.

According to Gordon, a lot has been said about the importance of local advertising, bringing video into the mix just strengthens the argument.

"All news is local," Gordon says. "Consumers respond better to ads adjacent to content that is relevant to what is happening in their lives. Streaming media is a powerful extension of the display interactive base."

But what about the comparison to traditional ad networks and exchanges?

According to Waikit Lau, CEO of ScanScout, video networks benefit publishers because they don't have to worry about selling inventory or matching it to content themselves -- if they work with the right network.

"Unlike banner networks, however, there is little 'remnant' in video at this high-demand, relatively early point in time," Lau says. "There are also not as many sites, compared to display ads, right now where there is enough targeted quality inventory for large buys. As such, for a buyer seeking reach and frequency with the right targeting criteria, networks will make more sense.

Lau adds that video advertising can target ads based on the same number of parameters as other digital advertising. So the key benefit to media buyers is that video networks can give buyers one point of contact with the same benefits they get from working with other networks, but with the more complicated video buy built in and simplified.

Video isn't as hard as you think -- it offers many familiar features to media buyers. The important thing is to dive in and give it a try.

Dawn Anfuso is former senior editor of iMediaConnection.com.