“There’s a collection of third-party data reporters in addition to first party,” Dario Spina tells Beet.TV. “There’s a lot of confusion on … the data results you want to report back. Are they relevant to your client? That has to settle – there needs to be some kind of fairly unified third-party reporting in order to effectively commerce from it.”

Spina says there has been a “shift” in which more brands, in marketing spend negotiations, start with asking publishers for creative content ideas. But: “There’s a lot of confusion … there’s a lot of data available – not everyone knows how to to turn that in to a content strategy.”

Spina was a panelist at the Beet.TV Content Marketing Summit, spososored by Taboola, held at the New York offices of Mindshare this week. He was interviewed by Collective Digital Studio strategy and sales SVP Paul Kontonis. You can find more videos from that event here.

“Referral-based information can have a really big impact on what users do on their site,” Taboola’s sales and operations SVP Ira Silberstein tells Beet.TV. “A user from Weather or Time or search or Facebook will all have different experiences on the destination site in terms of click-through patterns (or) how long they stay on the site.”

Using Taboola, news publishers give readers a bunch of links to interesting further stories, based on their browsing habits. Taboola’s Newsroom product also helps publishers increase effectiveness using A/B testing for headlines and story placement.

“Buying traffic is core to marketing,” Silberstein adds. “I don’t think it’s a four-letter word. They not only create their narrative but control where that narrative appears.”

He joined Taboola in 2011 from the The New York Times where he was VP for Product Development.

Silberstein was a panelist at the Beet.TV Content Marketing Summit, sponsored by Taboola, held at the New York offices of Mindshare this week. You can find more videos from that event here.

“Content marketing has always been around but it’s getting more attention, and now we are just adding a layer of accountbaility,” he explains. “Look at orginal daytime shows. Brands were weaving themselves into content. Now we can track. We can take that content and do it in a way that’s engaging and trackable. We have the analytics to say what is engaging, what is the time spent, the unique views.”

One of the biggest challenges in reaching consumers with branded content is distributing it, given Facebook’s crackdown on serving up posts, he adds. Nonetheless, more brands are investing in content production and aligning the content with KPIs.

“The video needs to be aligned to the business goal,” Black says.

Black was a panelist at the Beet.TV Content Marketing Summit held at the New York offices of Mindshare this week. You can find more videos from that event here.

With video viewing and time spent growing month over month, brands can’t just post a 30-second spot online and expect it to be successful. According to Nielsen’s most recent digital consumer habits report, consumers spend nearly seven hours a month watching video on the Internet.What’s more, branded video needs to be supported via paid media, he says. “To reach the right audience we need to put more paid media behind videos. All these platforms that would just generate organic views before, we can’t rely on to do that anymore,” he says. Keep an eye out for interactive video, he adds. That’s a growth area in branded video as it can drive sales.

Migliozzi was a panelist at the Beet.TV Content Marketing Summit held at the New York offices of Mindshare this week. You can find more videos from that event here.

In this on stage session with moderator Paul Kontonis, Greene explains best practices around content marketing from its conception to implementation.

Kontonis was a moderator  at the Beet.TV Content Marketing Summit held at the New York offices of Mindshare. The event was presented by Taboola. You can find more videos from that event here.

Brands like American Express, Bank of America and others are doing good work making sure their video content doesn’t just feel like an ad, he says. When videos are more engaging, they draw more views. Taboola works with more than 1000 publishers including Time, Bloomberg, and Huffington Post and has found that in the past month, about 75% of viewers who clicked on one of its recommended videos clicked on another video again. Compare that to click-through rates on banners, and that’s a positive sign about video.

“Content should not be mistaken for a ‘buy-me action.’ It’s a process and a campaign strategy,” Singolda says.

Singolda was a panelist at the Beet.TV Content Marketing Summit held at the New York offices of Mindshare this week. You can find more videos from that event here.

Disclaimer:   Taboola was the sponsor of this event

“About 20% of video views on Time.com are happening on mobile web,” GM Craig Ettinger tells Beet.TV. “That’s up from just over 10% a year ago.” Ettinger credits the site’s recent responsive redesign, which makes the site more attractive on multiple device formats, and a larger video window.

Time.com is in “testing mode” with buying traffic to sponsor-funded and regular editorial, Ettinger adds, but he using newfangled techniques like content recommendation engines to serve recommended links must be balanced with old-fashioned integrity: “Edit(orial) has to really buy in to the whole experience. We’re a very, very trusted brand.”

Ettinger was was interviewed by Beet.TV executive producer Andy Plesser at Beet.TV’s Content Marketing Summit, held at the New York offices of Mindshare last week. You can find more videos from that event here.

“(Boston)Globe.com and Boston.com – they are two separate sites, very confusing – we are in the process of removing that confusion – and turning them in to two unique value propositions,” Globe EVP Andrew Perlmutter tells Beet.TV.

Having operated the free Boston.com since 1995, the publisher in 2011 added BostonGlobe.com, a second site with a hard payment requirement. But last month the publisher said that site’s requirement would become metered, allowing readers 10 free stories per month before they must pay.

“We need to figure out how to get people from two to five … to 10 clicks,” Perlmutter says. “Search (and) social are not going to get us all the way.” He says paid marketing initiatives may be required to bring free readers in to the premium conversion funnel. Editor Brian McGrory last month told staff the two new-look sites will “even compete with each other”.

Perlmutter was was interviewed by Beet.TV executive producer Andy Plesser at Beet.TV’s Content Marketing Summit, held at the New York offices of Mindshare last week. You can find more videos from that event here.

“There are so many new technologies that allow us to turn creative in advertising into something more meaningful, and there are technologies to help with creative optimization and really surgical targeting and creative ads,” he says.

New forms of data are aiding marketers in understanding what types of paid, owned and earned content work best. “It’s all very important to look at the market differently. It’s great for a  new crop of CMOS to look at things in a Billy Bean/Moneyball type environment,” he says.

Smart use of data can help an agency stay abreast of daily marketing needs, which can then be used to improve content and creative, he explains. Mindshare, for instance, assembles teams for clients that meet every day to analyze what’s happening in real-time across screens for its brands and their competitors. That lets the agency know what to respond to in the market and how to respond to it, he explains.

Bitterman was a moderator and panelist at the Beet.TV Content Marketing Summit held at the New York offices of Mindshare this week. You can find more videos from that event here.

Kontonis, a digital content veteran, is a fan of working together and learning from each other, and that’s why he helped found GOVA, the Global Online Video Association, in February to represent companies that are investing and producing digital video content. “Online video is becoming the must-see content for some audiences,” he says.

GOVA is designed to help grow the online video content business by making sure creators and producers are working effectively with YouTube and other partners, and to draw in more advertising. The goal is to protect and advocate the interests of multichannel networks as they expand audiences and revenue. “This industry is growing rapidly. YouTube is one of our biggest partners and one of the goal is to make sure everyone has a good relationship with YouTube,” he said.

Key to success often lies in pairing up with brands. Collective, for instance, is working closely with makeup company Bobbi Brown to help create a branded content channel called “I Love Makeup” that will live as a beauty and lifestyle destination online. “There are lots of opportunities to apply that [content know-how] to marketers,” Kontonis says.

Kontonis was a moderator and panelist at the Beet.TV Content Marketing Summit held at the New York offices of Mindshare. The event was presented by Taboola. You can find more videos from that event here.

Spina’s work spans the music and entertainment divisions of Viacom, including both linear, digital and mobile media to create custom content for agencies and clients across screens. Earlier this year, Viacom launched Viacom Velocity, a division devoted to custom branded content. Spina heads the integrated marketing department at Viacom Velocity and is tasked with working on content that connects to existing shows on networks including Comedy Central, MTV, VH1, Spike, TV Land and BET.

Viacom has teamed with marketers such as Unilever and Universal Pictures on several integrated marketing efforts. As an example, Viacom worked with Unilever to integrate its Klondike bar into the Comedy Central show “Workaholics” including in web episodes tied to the show. Viacom also partnered with Universal Pictures on integrated marketing for its film Non-Stop.

Spina was a speaker at the Beet.TV Content Marketing summit hosted by Mindshare and presented by Taboola. You can find more videos from that event here.

Numerous studies have been conducted pointing to the success of branded video that tap into specific emotions to drive sharing, according to this Harvard Business Review article. Emotions like curiosity, amazement and astonishment can help, the article said. Key to brand success is being authentic and transparent with the content and revealing the brand at the end of the video, Greene says. “That’s the most powerful way to reach the audience,” she says. Greene recently joined Maxus after working as a TV producer.

Greene was a speaker at the Beet.TV Content Marketing summit hosted by Mindshare and presented by Taboola. You can find more videos from that event here.

He adds that the vital element to any sort of content creation lies in authenticity. “We are trying to weave in brands that are authentic and matter to the customers. Then you need to build relationships with customers and the brand attributes neede to be seeded throughout.

Distribution, investment, and a balanced strategy across the brand will all play a part in the potential success of branded content, Black adds.

Black was a speaker at the Beet.TV Content Marketing summit hosted by Mindshare and presented by Taboola. You can find more videos from that event here.

In this interview, he talks about the range of client expectations around digital content created by the agency.

Migliozzi was a speaker at the Beet.TV Content Marketing summit hosted by Mindshare and presented by Taboola.   You can find more videos from that event here.

He explains how video discovery engine Taboola powers the cross-title process.

TIME Inc. will soon be spun out of Time Warner.

We spoke with him at the Beet.TV Content Marketing Summit held at the New York offices of Mindshare.

The event was sponsored by Tabloola.

We spoke with him about how CDS  creates “authentic” programming for brands including  a   channel created for makeup brand Bobbi Brown.

Last week, the company announced it has sold a 20 percent stake to ProSiebenSat.1, a big German TV network.

Kontonis Leads GOVA

Outside of his position at The Collective, Kontonis is leading the newly formed GOVA, an association of several of the top MCN’s — the big digital video producers with multiple channels on YouTube.   He explains the organization’s industry role and objectives in the interview.

Kontonis was a moderator and panelist at the Beet.TV Content Marketing Summit held at the New York offices of Mindshare yesterday.

Historically a solution to drive discovery and consumption for news publishers, Taboola is expanding its role with brands and advertisers who want to connect  with consumers, he explains.

Singolda was a speaker at the Beet.TV Content Marketing Summit hosted yesterday by Mindshare.

Disclaimer:  Yesterday’s event was sponsored by Taboola.