• by Joe Mandese  @mp_joemandese, July 22, 2015

As far as body part metaphors go, it looks like the online video marketplace is moving beyond the so-called “long-tail” and beginning to think about the rest of the ad marketplace’s anatomy.

“We view the world in terms of a head, a torso and a tail,” Charlie Echeverrey, CRO of mitu, during the opening “New TV” panel at OMMA Art & Science in Los Angeles this morning.

He said that while the industry tends to focus on the big head propositions of content and creativity, it may only account for “10-20% of the people driving engagement.”

“When we create a solution for a brand, we focus on all three,” he explained, adding, “when they’re all pulled together, they can create real value.”