Vox pop: When will marketers start tailoring TV ads for YouTube?

Is it enough to just repurpose an TV ad for YouTube, can the same work fit both platforms or is it time for marketers to evolve their idea of video to suit modern tastes?
Historically, advertisers have taken a one-size fits all approach to multi-platform advertising, but it is increasingly apparent that this isn't enough. 
While some advertisers are currently pioneering YouTube-specific video ad formats, this will need to quickly become the norm if everyone wants to continue seeing results.