We are entering a new era for online video as the focus increasingly turns to quality, rather than quantity. One consequence of this higher quality is that branded content will become even more engaging and entertaining, as it competes for viewers attention amongst other premium content. Video advertising will prove to be effective, without being intrusive, which is already demonstrated by the popularity of ads in the latest Viral Video Charts. Whilst broadcast television will remain an expensive (but effective) medium for instantly reaching mass audiences, online will become a complimentary medium, integrating with television for a richer experience and enabling a deeper engagement with brands. With such a promising outlook, no wonder billions are being invested in providing the infrastructure to keep up with demand, but with greater opportunity comes the need to improve the narrative of online branded video, moving on from the 30-second TV spot. Steve Davies is a media, venture, and technology advisor and former Partner at KPMG Consulting, as well as being a guest blogger on Econsultancy. You can follow him on Twitter and read more on his blog . Recommended reports The Online Video Best Practice Guide, updated in July 2012, is aimed at marketers and content owners who are using video as a tool for marketing and sales. The 49-page guide covers all you need to know about what's happening in online video, including best practice tips, platforms and techniques. The report is full of real, practical examples and case studies to help