CHICAGO — Working with a publisher partner can be a smart strategy for branded content, especially to drive awareness and visibility, says Spencer Bahler, Managing Director-Chicago at Maxus in an interview with Beet.TV. “We have some challenger brands we represent and we look to partnerships to help elevate what we can do,” he says.

That includes amplifying and distributing the content, but also determining the best fit for the publisher, such as native content, branded video, or pre-rolls, as examples. Overall, short is still best for video; Bahler says two minutes or less is the ideal length for branded video.

Brands should bear in mind that reach isn’t always the KPI; engagement often is and that can be measured by views, shares clicks or other metrics. In general, marketers are working more closely with publishers to strategize the ideal format for branded content, the frequency of it, and the length per view.

Bahler was interviewed by Gian Fulgoni, co-counder  and executive chairman emeritus of comScore at the Beet.TV leadership summit presented by the Jun Group.  You can find more videos from the summit here.