Brands are looking to move beyond distracting pre-roll video advertising and are instead embracing opt-in social video, an eMarketer report suggests. Social video views totaled about 1.3 billion in the first quarter of 2012, a 77.6% increase on the previous quarter. The shift away from pre-roll is important because social video makes "accomplishes the brand's goal but at the same time has a realistic chance of exciting the consumer to share content," says Giant Media CEO David Segura.