For an overview on the topics and format, we spoke with Paul Kontonis, CMO of Digiday.

“If we start with the consumer mindset of investing time to watch a video it has to be very meaningful for the consumer in the moment. It needs to have a legitimate value for the consumer,” he says. Brands need to be able to respond quickly and change approaches if need be. “For a large brand that is a complicated process. We work on a lot of scenario planning so we can iterate quickly,” he says.

But sometimes, it can be useful to be operate totally on the fly, says Web video superstar iJustine. Her video strategy is to adapt quickly based on consumer feedback, and keep her content approach open-ended.

Looking ahead to 2015, brands will benefit from stitching together video tactics across mobile, deskstop and tv, says Danny Huynh, SVP and Group Director at Havas.

The panelists were interviewed by Paul Kontonis, CMO of Collective Digital Studio, at the Beet.TV leadership summit on the transformation of television, presented by AOL. Please find more videos from the event here.

While the Internet has made true global marketing possible in a way that is more difficult with TV’s localized ecosystem, brands are only beginning to tap into the potential. She said AOL is working with a local European TV show to expand it globally via the Web. “What’s happening with video allows for content to be global and for marketers to market it that way. If you think about how Hollywood has grown, it is a global movement,” she says.

Some elements of a video will connect with a consumer across geographies, says Sosti Ropaitis, Global Director of Digital Engagement at McDonald’s, during the discussion. The key to global success is figuring out the best way to communicate something in a non-language way so consumers around the world can get the same value from the content.

Martinez and Ropaitis were interviewed by Paul Kontonis, CMO of Collective Digital Studio, at the Beet.TV leadership summit on the transformation of television, presented by AOL. They were joined on the panel by Danny Huynh, SVP and Group Director at Havas and Web video superstar iJustine. Please find more videos from the event here.

“We’ve been the definition of  a mass marketer,” the group’s digital brand engagement global director Sosti Ropaitis says in this video interview with Global Online Video Association executive director Paul Kontonis for Beet.TV. “But it’s a very interesting time for us – we’re shifting to continue doing (mass marketing) but also expanding in to digital

“We’re hoping that video is the next wave for us – it’s a natural evolution. We’re really looking to upscale our digital efforts.

He was interviewed by Beet.TV at the Beet.TV leadership summit on the transformation of television, presented by AOL. Please find more videos from the event here.

This sort of measurement can help with the overarching goal to achieve the so-called “three Rs” in marketing of reach, resonance and reaction. “Am I reaching my target audience? Am I engaging with the people I want to engage with and is it driving a desired action?” Hohman asks, in laying out the framework for both TV ads and video across platforms. Increasingly, agencies are planning not just on reach but on impact, he adds. “Agencies are going to want to find audiences and not by daypart. It’s going to be ‘I can deliver this audience across a variety of devices’…and then [the campaign] will be evaluated across the three Rs.”

For more insight on measurement, ad models, content and cross-platform marketing, check out this video interview.

Hohman was interviewed by Paul Kontonis, SVP at Collective Digital Studio at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.

As an example, he points to the New York Times bestselling book Rise of Superman by Steven Kotler about human performance that Mindshare optioned and is aiming for it to become the basis for a cable show or documentary. It will also be a “content experience” across many platforms. Clients aren’t currently involved, but will have the chance to be when that time comes. “It will be a multi-platform campaign all sequenced together so consumers can engage with a fascinating idea,” Lang says. “Based on my background as a TV EP, I have the legitimacy to say to cable networks ‘We have an idea, forget the ad dollars right now.’ We are leveraging our creative first [and asking] ‘do you like it for the programming side?'”

For more insight into content creation, programming strategy, and branded content, check out this interview.

We interviewed Lang at the Beet.TV leadership summit on branded video where he was a panelist.  You can find additional videos from the event here.

Most recently, Petcentric released a video from Olga Kay and Sam Pepper featuring “Text from Dog,” the first in a new slate of content CDS is producing in tandem with a range of YouTube influencers.

CDS  also helped pair Choice Hotels with YouTubers Rhett & Link to co-create the popular YouTube video “I’m on Vacation,” that has earned more than 2 million views. “These YouTube creators are stars with genuine audiences that can be worked with in such a way that best leverages their relationship with their audience,” Kontonis says. As an example of the growth potential of YouTube creators, Kontonis says that online video series Epic Meal Time is being launched by A&E Networks FYI as a 16-episode series dubbed “Epic Meal Show.”

We interviewed Kontonis at the Beet.TV leadership summit on branded video where he was a panelist.  You can find additional videos from the event here.

“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.

“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.

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

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.

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.

Kontonis is also chairman International Academy of Web Television and was a longtime executive at Digitas where he was involved with web original programming.

Three of the six recently announced shows on the slate are entering their second seasons while the other three are new series. Two of the returning series, Designing Minds and Viewfinders, will be distributed by MSN; one of the new series, Making the Shot, will be distributed by AOL.