• by Joe Mandese  @mp_joemandese, June 16, 2009

That’s what I’m thinking after hearing her respond to a question about how marketer’s like Kraft are beginning to “buy cross-platform?”

“It’s not a question of do we do cross platform, it’s how,” she said.

“Each of the brands in our company do it differently,” she explained. Some look at it as buying across TV and online video platforms to reach the same consumers in different media. Some look at it as a way of buying “demographically” across video options.

“It’s all video. It’s all content. It’s how we’re starting to think about it,” she explained, adding. “It’s a type of a medium, it’s a type of engagement, and I’m going to buy it on whatever screens I can.”

In other words, video is no longer a platform, per se, it’s a format that cross across all sorts of platforms.