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.

Daisy Whitney