Many video viewers like to hang out on social networks. Likewise, many social network users like to watch video programming. But do they want to do the two at the same time? And, do the two activities feed each other? TV networks seems to think so, based on the plethora of second-screen apps they've rolled out. But don't let the multitasking fool you. Consumers might be watching TV and chatting on Facebook, for instance, but the activities aren't always linked, nor are devices created equally. Yet.

As apps like Vine and Snapchat take their place alongside Instagram, real-time video is emerging as a necessary tactic. I've written before about the different ways marketers can use it to their advantage. But most brands and agencies aren't really built to operate at the speed of relevance. Below I've outlined five key things that marketers can do to help increase their ability to create real-time relevance in video content. They're broken up into process and philosophy, because both are required.

One trend we're seeing is TV networks ramping up efforts for a world where long-form content is widely distributed via the web, mobile devices, and connected TVs. And these efforts are having a noticeable impact, as evidenced by monetization trends, distribution efforts, and advertising demand by media buyers.

We're looking at slower-than-anticipated growth of online video advertisement revenues. According to Paid Content's Jeff John Roberts, reporting on consulting firm PwC's annual media report, "online video will increase from $2.3 billion in 2012 to $5.9 billion by 2017. The figure represents 9 percent of future online ad spending, but this is still a small amount compared to TV ads - which PwC predicts will pull in $81.6 billion, or 37 percent of all ad dollars in 2017."

The use of exchanges is growing in online video, but the market is still dominated by direct buying on major sites. That's one of the findings in a state-of-the-industry report from video ad management platform Vindico that analyzed video impressions across the Web for 2012.

Anyone involved in online advertising is well aware of the concern by marketers, publishers and exchanges about the prevalence of phantom or robot traffic. Clearly, this is an issue worth exposing, as non-human traffic can eat away advertising dollars by artificially inflating traffic levels, remaining on a page long enough to trigger pre-roll ads, or worse yet, haphazardly clicking on PPC ads. The spotlight and blame for the phantom traffic issue seems to be focused in a single direction these days: online publishers. But blaming publishers alone is a bit of a copout, and it won't solve the problem.

Online video consumption continues to skyrocket. And yet online video advertising makes up a tiny fraction of marketer's overall digital budgets. According to eMarketer, of the $37 billion spent online last year, only 6% (or $2.3B) was spent on digital video. It's even worse when you compare online video with TV advertising. U.S. marketers spent $65 billion on TV advertising last year. Online video's $2.3 billion represents just 3.4% of the overall video pie. Does anyone except the TV industry think that still makes sense? Should 96.6% of your video budget be going to TV?

While Mark Cuban is one of the nicer investors on Shark Tank, his online diatribes are lightning rods: readers in turn violently agree or disagree (that's sometimes a byproduct of their envy, and how they feel about this maverick). Either way, Cuban's recent commentary on YouTube's success in building mobile views contained many accurate conclusions, even though how he reaches those conclusions raised some eyebrows.

All major publishers today have large sales teams that sell owned and operated (O&O) digital properties to advertisers, and often the most lucrative offering in their arsenal is digital video. Unfortunately, top publishers don't typically have as much digital video supply as their advertisers demand, so they end up turning away deals or restricting their potential in some way.

TV shows and long-form content have drawn the bulk of attention and much of the ad dollars in digital video, but a shift may be underway toward short-form videos. Consider these findings from the most recent FreeWheel report on video consumption habits.