• by Wayne Friedman , October 26, 2010

Branded entertainment video efforts on the web can vary. But just because it doesn't get big headlines that doesn't mean it hasn't worked.

"We all know what the press does -- it makes the client look great, especially at the beginning," says Sean Horvath, executive vp of branded entertainment for Alloy Media and Marketing, speaking at the OMMA Publish Entertainment event.

But Horvath says once stuff settles in, the most important part is whether the brand manager and the client believes the programming effort has been effective.

Horvath goes on to say: "There are lot of shows that aren't hits on TV but they continue to be on the air. We have to start equating that to success on the web."