With regard to online video, brand matters above all else, insists Kelly Day, Executive Vice President and General Manager, Digital Media and Commerce, Discovery Communications. In addition, "Beyond a
doubt, scale matters."
The magic formula for successful video marketing, according to Day, is "Google plus brand plus talent." How can publishers and marketers guarantee getting traction on
Google? The trick is "video content with context."
At the end of the day, Day insists that "Custom content is a profitable model." With brands like Discovery Channel, TLC and Animal Planet,
Discovery Communications recently tapped RSG Media Systems and its digital ad sales software services.