CHICAGO — AOL’s strategy on creating video content centers around the notion of capturing a moment, or cultural movement and then letting brands connect with that, says Marta Martinez, AOL’s Head of Global Video Sales, in an interview with Beet.TV.

“We try to think holistically about how to create content meaningful for the web, and bring to life stories and voices, and then we take content creation into the curation [phase] with over 500 premium publishing partners,” she says. Key to digital video success is programming for each device and moment with distribution and monetization in mind. Increasingly, mobile is becoming the go-to device.

Half of AOL’s video traffic comes from mobile and that growth has happened in the last three years, she says. The mobile focus does inform the programming and timing of a release, she adds. In general, AOL’s video distribution strategy is to be everywhere, including on emerging platforms. Video platform Ooyala reports that more than half of all online video will be viewed on a mobile device by 2016, up from 21 percent earlier this year.

“We want to be there early so we can help shape the standards and help with the right discovery mechanisms for consumers, so on-demand becomes an every day habit for consumers,” she says.

Martinez was interviewed by Paul Kontonis, CMO of Collective Digital Studioat the Beet.TV leadership summit on the transformation of television, presented by AOL. Please find more videos from the event here.