LOS ANGELES — Agencies have to find new ways of connecting brands to consumers, now that viewers are paying for video that doesn’t have ad support, says one exec.<\/p>\n
“People are paying for that content. Advertisers have, all along, been supplementing the cost of that for the consumer,”\u00a0agency\u00a0MEC<\/a>‘s North America CEO Marla Kaplowitz tells Beet.TV. “There are more and more ways for consumers to avoid those types of messages.<\/p>\n “We need to find new ways to deliver that – it could be a more integrated offering, something more subtle in the way it’s brought to the consumer.”<\/p>\n One way may be branded video. MEC\u00a0connected its client AT&T<\/a> with the edgy youth publisher Vice, who together created\u00a0Mobile Movement<\/a>, a video documentary series examining mobile youth culture for sponsor AT&T.<\/p>\n