Viewers don't discriminate between editorial and branded content. Four in 10 U.S. adults watch branded video content at least once a week.

The fact is, Netflix is actually building audiences for appointment TV, not eliminating TV advertising.

The ad industry is starting to wake up to the fact that not all attention is created equal -- and that platform matters. Social platforms are experienced in a more cognitive state, and brand relevance has to be pre-existing for the ads to have a chance of breaking through.

Google will stop running video ads in the Adobe Flash format on the Google Display Network or through DoubleClick. The company has published two deadlines that will affect advertisers using the services.

The move brings Adobe Analytics into the Social Publishing panel, a marketing tool that offers analytics, to Premiere Pro, which supports the ability to publish videos in social media. The feature is being piloted with a limited number of users.