Brands and marketers are digging the effectiveness of online video buys and they plan to ante up for more cross-platform buys this year, including those on tablets, according to ad network BrightRoll's annual report surveying agency executives on online video.

Here's more proof that video and social media are growing ever more inextricably linked: Turner Broadcasting tapped six tech startups for a 12-week incubator program this summer, and many of those companies include social and video components. We can follow along and track their success to see if Turner is good at making bets on the next big thing -- companies that may shape the future of media via their work in social TV and transmedia storytelling.

The online movie business in the United States more than doubled in 2011, hitting $992 million in revenue -- and should double again this year, according to a report from IHS iSuppli. The business is being driven by money from transaction rental and subscription video-on-demand, which loosely translates into iTunes and Netflix, respectively.

What do you do when The Onion spoofs your brand? Go with it. That's what Tide did this weekend in response to a fake Onion editorial about a fictional Tide viral video starring Bret Michaels singing about the laundry detergent.

After switching from a video search platform to one that integrates social into the user experience, MeFeedia has grown its traffic 20 times in six months from 350,000 uniques to 7 million uniques per month in the United States, according to data from comScore, making MeFeedia the latest example of how social discovery features can grow a video site or service.

PC maker Lenovo said it boosted online sales with the addition of product videos to its Web site. Via a partnership with online video technology provider SundaySky, Lenovo integrated 1,300 personalized videos throughout its online product suite earlier this year.

Everything we thought we knew about mobile video habits --- consumers will only watch mobile video on the go, and they'll only watch short videos --- is turning out to be wrong. About half of all videos viewed on mobile phones are watched in the home, according to a just-released study. What's more, smartphone video consumption peaks during prime time -- meaning that the TV set itself isn't always luring connected consumers away from smaller devices even when consumers have both options.

The addition of display ads and social media features to mobile video can boost the effectiveness and engagement of a mobile marketing buy. That's the finding of an analysis of mobile video advertising conducted by Rhythm New Media, a premium mobile ad network.

With the Olympics just around the corner, brand marketers will be looking for ways to leverage their marketing for the Games and to boost their ad buys with social components, as brands increasingly integrate social video into larger broadcast campaigns.

At The Cable Show this week, Cox Communications President Patrick Esser referred to Netflix and its Chief Content Officer Ted Sarandos -- on the same panel -- as a "frenemy." It's one of those comments that will live on for a long time, I suspect, like Jeff Zucker's "trading analog dollars for digital pennies" from NATPE in 2008, and Comcast CEO Brian Roberts' characterization of Netflix last year as "Rerun TV."