In the year since the debut of Old Spice's "The Man Your Man Could Smell Like" campaign, video marketers have begun gauging their campaigns' success not by the number of impressions they receive, but by how widely their content is shared via social channels. Marketers are developing sophisticated strategies for seeding content on sites such as Twitter and YouTube, in the hopes that social sharing will pay big dividends. "The traditional model was 'he who had the most money bought the most air time.' Now, consumers are doing the distributing -- it's a realization that consumers are driving everything," said Brian Shin, CEO at Visible Measures.

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