The internet has emerged as a viable advertising platform, but until recently it has been used primarily as a response advertising platform. Now, brands have started shifting their budgets from old media to the online world. As media channels continue to fragment and emerging content platforms mature, marketers need to understand the implications of consumer video behavior. For example, when younger audiences reject traditional media, that niche audience usually finds its entertainment online; the consequence is that mass media as we know it doesn’t exist anymore.