LOS ANGELES — Agencies have to find new ways of connecting brands to consumers, now that viewers are paying for video that doesn’t have ad support, says one exec.

“People are paying for that content. Advertisers have, all along, been supplementing the cost of that for the consumer,” agency MEC‘s North America CEO Marla Kaplowitz tells Beet.TV. “There are more and more ways for consumers to avoid those types of messages.

“We need to find new ways to deliver that – it could be a more integrated offering, something more subtle in the way it’s brought to the consumer.”

One way may be branded video. MEC connected its client AT&T with the edgy youth publisher Vice, who together created Mobile Movement, a video documentary series examining mobile youth culture for sponsor AT&T.

We interviewed her at the 4A’s annual leadership meeting. See the rest of our coverage here.