By taking a wider approach to custom-created video experiences for the web, you can begin to get beyond the pure CPM pre-roll model and create brand programs that add up to better branding and bigger impact.

With all the broadband video inventory sold at this year's upfront -- including pretty major multi-year deals with video portals -- it's important to look beyond the pure "how do we fill this inventory?" discussion and consider a broader creative approach to interactive video-based branding and promotional opportunities.

In the age of broadband, we're finally past worrying about chasing people off broadcast to online experiences and off print publications to online subscriptions. In turn, creative development needs move beyond the banner and beyond the divisions of "AOR agency" and "interactive agency" and start to bring new approaches to leveraging video.

In the digital domain, broadband video looks great, but the right approach to brand video messaging should leave you looking even better.