HitBliss' Sharon Peyer expanded on and modified her view of the ad-supported model of over-the-top television. For one thing, she says it will take awhile for functional business models to emerge. For one thing, she says it will take awhile for functional business models to emerge. "This is an evolution. It's not a revolution," she said, adding however, "I think the consumer is driving it all." She acknowledged that the ad-supported content model is the "dustiest" one that's out there, but she asserted that "advertisers don't pay content owners enough to cover the price of their content." Put aside the …

Sharon Peyer, co-founder of HitBliss, just revealed a really interesting new over-the-top television model that should appeal to Madison Avenue, because it's fundamentally works like Madison Avenue's old television model: brands defraying the cost of television content for consumers who are exposed to their brands -- you know, advertising. HitBliss, which just launched in March, has two complementary business models. The first one is simply a new store for consumers to pay to access movies, TV shows and other video content. Basically, it's just like iTunes or Amazon. What's interesting, is the second business model, dubbed HitBliss Earn. As its …

The Critical Mass team demonstrated an older, but similar Nissan marketing challenge: the introduction of its new Pathfinder model last year, which also came out before the car was actually available. To solve that problem, the team introduced the new Pathfinder at the Chicago Auto Show via the first ever brand marketing development of Microsoft's Kinect gaming system. Using Kinect, the team set up a virtual showroom version of the new Pathfinder that users could virtually interact with and kick the virtual tires on. Based on the footage shown by the team, the non-existent car generated more attention and interaction …

Amanda Levy and Steve Savic of Nissan digital shop Critical Mass kicked off the final day of the Video Insider Summit gave new meaning to the concept of Madison Avenue "spin," showing a case study about an especially difficult marketing challenge: Selling something that doesn't actually exist -- yet. Nissan, which currently represents just under 8% of U.S. auto sales, has an ambitious goal to boost its market share to 10%, but the challenge is that it will be marketing products that don't actually exist in the real world yet. All five of Nissan's core car models are being completely …

That's the way Video Insider Summit chair Steve Smith kicked off the final day this morning up at the Mohonk Mountain House. "From cross-screen to second-screen to over-the-top and finally, to RTB as it moves to video," Smith ticked off for the day's agenda. Stay tuned for updates here.

For all the focus on reach, the KPI most valued by marketers is actually not a reach metric, Jim Spaeth, founder of Media Behavior Institute explained during the Video Insider Summit this morning. Noting that he and his team have spent a lot of time talking ot marketers, as well as marketing mix modelers, he said what they're really looking for is sales. That said, if all they're looking for is sales, "you might as well be a coupon," Spaeth quipped, adding that what they're really, really looking for are "enduring," long-term values like awareness, consideration, brand preference, and ultimately, …

Given it's monopolistic role as the industry's currency, it's not surprising that Nielsen executives often feel they are targets in their own right. But you normally don't hear them talk about it publicly. But Chris Louie, vice president-product leadership at Nielsen, showed his sensitive side during the metrics panel at the VIdeo Insider Summit. Citing a recent post by one of his clients describing the role of Nielsen in organizing the online video marketplace metrics, Louie quoted, "With great power comes great responsibility." He said he didn't know if the post was a reference to "Spiderman's uncle, or Volaire," but …

That's the mission of a new task force inside NBC Universal that Tony Cardinale, Executive Vice President, Insights & Media Strategy at NBCU, is involved with to figure out how the whole multi-platform video thing will play out -- and most importantly, how companies like NBCU will make money from it. "I'm part of a new group that's so new it doesn't have a name," Carinale told Video Insider Summit attendees during the summit's metrics panel. "The task of that area is to imagine what the world will look like five years from now: Where we put out content, how …

Social video has the underlying marketing paradox as social media overall: That brands want to scale and aggregate audiences quickly, but they're not always sure exactly what they want to do with them. That was the view of Jeff Semones, president of GroupM's M80, during the "Social Video" panel at the Video Insider Summit this morning. "I want a million Facebook friends," Semones recalled of the first wave of brand social marketing push, to which he answered, "Why?" Over time, Semones said agencies like M80 have been able to "move them off of the audience aggregation to engagement." "With video, …

Social video can sometimes seem like a twisted business, especially when you're a pretzel brand. That's what Sloane Kelley, Director of Interactive Strategy at BFG explained to Video Insider Summit attendees this morning, in connection with one of her newest clients: Snyder's Brands, the company that markets Snyder's pretzels and other snack products. One of the problems, she says, is that anything "social," including social video, is inherently personal for consumers interacting with a brand. The solution, she says, is "thinking about the brand almost as a person." "Things that happen in social channels are very personal," she explains, adding, …