That's what NewMediaMetrics' Gary Reisman suggested to Video Insider Summit attendees this morning.

For some time now NewMediaMetrics has been looking at various emotional attachment to find success of TV shows. Now it wants to take a step back -- looking at the creation of TV shows in the development stage. “We don’t need to look at a pilot,” says Gary Reisman, chief executive officer/co-founder of NewMediaMetrics, speaking at the MediaPost’s Video Insider Summit. Reisman can now look to concepts and ideas. He says: “Over eight years we looked at 166 TV shows. We were able to predict shows that will be renewed.” Reisman talks about …

What's the best way to predict whether a TV show succeeds? It's all about "emotional attachment," according to Gary Reisman, co-founder and CEO of metrics firm NewMediaMetrics. Put another way, "Engagement and pull, I predict, are going to be king ... which then leads to reach," Reisman told attendees of MediaPost's Video Insider Summit on Friday. Predicting future hits based on current consumer attachment -- or engagement, and consumers' willingness to "pull" in content -- is what NewMediaMetrics is working on, these days, according to Reisman. Brands, meanwhile, need to appreciate "attached" consumers as their most valuable constituency. Says Reisman, …

We live in a “pull” society, according to Gary Reisman, CEO, NewMediaMetrics. The consumer pulls to them what’s important through on-demand services, whether DVR, Netflix, or OTT servics. Increasingly, what draws the viewer is emotional attachment. Reisman’s analytics quantify emotional attachment by measuring people’s unwillingness to give up something like a program or brand on 0-11 scale.( It goes to 11!) People who are emotionally attached, act, said Reisman, meaning they’ll follow a program, participate in social media discussions, and DVR it. Case in point is a show like “Breaking Bad,” which consumers increasingly “pulled” to them through on-demand viewing …

Yes, Joe Licari, Director of the Advanced Creative Solutions Team at Yahoo, thinks the industry should rid itself of the measurement model... or at least the term "impression." Rather, "It's about conversations," and that's the way agencies need to view all digital consumer contact, Licari told attendees of Media's Video Insider Summit on Friday morning. On a panel debating the merits of ad automation vs. customization, Licari put his money on the former. "Automation puts accountability on the creative," he said. Better yet, automation technology lets the humans involved focus all their energy on the "human component" of ad creative. …

hris Hayes, CMO of Interpublic's HUGE, kicked off the second day of the VIdeo Insider Summit in Montauk, Long Island this morning with a keynote presentation showing the strategy behind the DUMBO shop's viral video campaign for client Samsung's Smart TV with Motion Control. The new rule of thumb for video success, he suggested, may not be Madison Avenue's ubiquitous 30-second spot, at least not by a second.

It's the big question looming over MediaPost's Video Insider Summit, this week. What will convince agencies to shift a greater share of their yearly budgets from TV to digital video -- and do so early in true upfront fashion? Well, for starters, interesting digital brand integrations and extensions would be nice, Joseph Tam, Partner and Senior Digital Director at MEC, told summit attendees on Thursday. That's in addition to the obvious expectation of better negotiating costs in exchange for committing to digital video during the traditional upfront season, Tam said. "We don't have to buy [video] during the upfront, but …

"Integrated Video Buys" panel moderator Kathryn Koegel (Chief of Insights and Founder of Steampunkt Collaborative) kicked her session off at the Video Insiders Summit by zinging the elephant NOT in the room, Nielsen.

In fact, long-time digital ad vet Papia thinks it's being replaced by REM. No, not that REM, but a new mix he calls, "reach and engagement and measurement."

The consensus sentiment of the opening "When Will The Online Video Market Truly Arrive?" panel was old school reach & frequency planning no longer makes sense -- at least not where online video (and maybe even audio) is concerned.