VIEQUES, PR -- Online video buying opportunities for brands are becoming more TV-like, but yet the payment models are shifting to more targeted methods, said Paul Kontonis, VP/Group Director at Digitas in this session from the Beet.TV Executive Retreat. Marketers are beginning to buy Web video on cost-per-view, rather than via impressions, effectively shifting away from the volume and household approach that has defined TV buying and selling, he says in this video. That makes deals a bit more complex, since they often involve more metrics. But this method often makes the buys smarter and more nuanced. For more details on how brands view media planning and buying in online video, check out this interview.Daisy Whitney
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