Don’t have video on your site? That’s so 2005. Or at least, that’s the popular thinking. re-launched last month with a video-heavy design (including a video box moved to the top of the page) and recently debuted a program that lets viewers take a virtual test drive.

However, turning video into a sustainable business model is proving to be a challenge. Even Google has stumbled by briefly featuring an Allstate ad in a Charlie Rose clip that blogger Scott Karp called “as interruptive, untargeted and utterly old school as anything mass TV advertising has ever inflicted on viewers.”

Video may offer a temporary spike in both viewers and advertisers but video by itself won’t keep them coming back. “Video for the sake of video will yield very modest increases in new visitors but most b-to-b video isn’t very good,” says Paul Calento, vice president of marketing at InfoWorld.

Calento says there is a four step process to making multimedia work: 1) start with the Deliverable of what you want to sell—video, podcasts, mobile; 2) The Measurable, the ROI component; 3) The Nice To Have—things like co-marketing that add to scale of program and sometimes validate the price point; 4) The Gotta Have—such as incorporating a piece of an advertiser’s existing buy that they already understand into the multimedia program. “If you do that, you’re not selling $5,000 programs, you’re selling $50,000+ programs,” Calento says.