• Mindshare’s New York digital lead Joe Migliozzi: “Hopefully, over time, we can get over that misperception that, just because you don’t know (the target publication), or just because it’s not on a network, it’s not premium.”
• Ebuzzing and Teads north America MD Jim Daily said big audience and good content equals a “premium” identification: “As long as we’re filling those two … there’s a huge opportunity.”
• Nielsen’s EVP and client business partner for agencies Dave Hohman: “I would add one more thing to your definition: is the audience a group of people who are highly engaged in the category? Reach isn’t enough. I’ve got to be able to find people who are … heavy consumers of my brand.”

They were interviewed by Collective Digital Studio SVP Paul Kontonis at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads.  Please 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.