The popularity of editorial video amongst mobile web users is growing fast at Time magazine’s website.

“About 20% of video views on are happening on mobile web,” GM Craig Ettinger tells Beet.TV. “That’s up from just over 10% a year ago.” Ettinger credits the site’s recent responsive redesign, which makes the site more attractive on multiple device formats, and a larger video window. is in “testing mode” with buying traffic to sponsor-funded and regular editorial, Ettinger adds, but he using newfangled techniques like content recommendation engines to serve recommended links must be balanced with old-fashioned integrity: “Edit(orial) has to really buy in to the whole experience. We’re a very, very trusted brand.”

Ettinger was was interviewed by Beet.TV executive producer Andy Plesser at Beet.TV’s Content Marketing Summit, held at the New York offices of Mindshare last week. You can find more videos from that event here.