During a wide-ranging discussion about distributed content, Patrick Keane of CBS Interactive talked about the future of video distribution and the marketing of it. Keane said video content creators
have to become merchandisers and think like P&G. Just the way a packaged-goods marketer deals with distribution channels at retail, putting their money and their end caps where they deliver results,
so must content creators look at their distribution partners. Who is going to promote your video content, market and merchandise it? Which partners will deliver the consumers you need to see your
video? Figure that out and plan accordingly.
