There are some companies in the video space that truly fall into what I will call a hybrid offering. Companies like Brightcove and Broadband Enterprises are two such companies. In addition to a video network offering, companies like these are an additional layer of video services and marketing programs.

One such service is for creating original content and syndicating that content out to multiple sites. The content is typically developed with collaboration between the client and the hybrid video partner. That video partner will then help syndicate out that content to various websites under a revenue share agreement. The marketer would pay for the development of the content in which their advertising would be inserted into, and it would then get distribution and reach through the hybrid video partner and their websites partners. Or the marketer could use the hybrid partner to help push out webisode content they already have created but are looking for more mass distribution. This is a particularly good approach for brand-sensitive advertisers who want to generate more reach for their video advertising while steering clear of potentially controversial user generated content.

Many marketers also have product-centric, long-form content, which they will use on their own websites or with advertising partners. This helps extend the reach of quality video content beyond the marketer's website.

Another service some of these companies offer is affiliate distribution. So it's basically a syndication marketplace by which affiliates can access various types of content to run on their sites without having to go out and create their own video.

There are also skinned (branded players) for video, product integration, and many more options with these types of companies. There isn't one answer for any category or type of advertiser. Often it takes talking to and collaborating with a number of the players in the video space to determine what makes the most sense based on your brand's needs and assets.

Kohler is one such company that has used these types of services (via Brightcove). It has integrated the Brightcove player on its site for product demonstrations, as well as features, functionality and installation tips for its product lines. It has an extensive gallery of its products and even footage from its exposure through "Extreme Makeover Home Edition."