SAN FRANCISCO — Brands that are having some of the greatest success in online video are aggressively pairing their video campaigns with earned media, said Brian Shin, the CEO of online video measurement firm Visible Measures.

We caught up with him at ad:tech San Francisco where he discussed how the top performing video advertisers are leveraging both paid and earned media. Visible Measures tracks the most popular brand-led video campaigns each week for Ad Age magazine. "They are designing campaigns specifically to maximize earned media," he said.

That includes campaigns like Evian Babies, which is the most-viewed brand-driven online video ever and earned a spot in the Guinness Book of World Records. But the success didn't happen by chance. Evian's agency EuroRSCG made YouTube home page buys to support the video when it was first released. 

If a video is simply a repurposed 30-second spot from TV, viewers probably won't be that keen to watch it online, Shin said.

Daisy Whitney, Senior Producer