Advertisers Want the Viral Hit, but “Earned Media Isn’t Free”

While many brands would like a viral video hit, getting one isn’t easy — and it is not free, says Seraj Bharwani who heads analystics for Visible Measures and Molly Sugerman, Director of Digital Innnovation at Horizon Media, the industry’s biggest independent media buying agency.

While “earned media,” meaning video which takes off virally, outside of a conventional media buy, is valued, it is not free, they explain.

This is an excerpt from the Beet.TV Video Leadership Series recorded earlier this week at the AOL Studios in New York.

You can find the entire, 75-minute program here.

By Andy Plesser on July 28, 2011 @beet_tv

Recent Videos

Programmatic Pioneering: Index Exchange Gears Up For Explosion In Live Ads, Election Buys

The advent of live streaming in programmatic advertising is bubbling with potential, yet it’s not without its technical trials. In a media world where live TV programming is still big business, what role does programmatic have? In this video interview with Beet.TV, Andrew Casale, President & CEO of Index Exchange, details the challenges and opportunities […]

Growing In Scale, POSSIBLE Considers What Lays Beyond Miami Beach: Christian Muche

In an industry where the future is often clouded with uncertainty, the glow of optimism shines through the words of Christian Muche, CEO & Co-Founder of Beyond Ordinary Events, organizer of POSSIBLE. After all, in Miami, where the marketing conference was held April 15 to 17, the sun shines brightly this time of year. 2024 […]

Navigating the Outcome-Driven Future of Connected TV Advertising: Moloco’s Richardson

SAN JUAN, PR — In the rapidly evolving world of connected TV (CTV) advertising, a seismic shift is underway. According to Jake Richardson, Head of Connected TV at Moloco, the industry is pivoting from traditional measurement-focused approaches towards a more outcome-centric paradigm. In this video interview with Beet.TV, he says the new approach aims to quantify the […]

Retail Media Networks Reach High-Purchase-Intent Shoppers: Hy-Vee’s Kathryn Mazza

LAS VEGAS – It’s not too late for retailers to start selling advertising if they haven’t already. In many ways, being a later mover is advantageous for retailers who can benefit from the learnings of others. “Building really strong relationships with the merchant team, the marketing teams, operations…those really strong foundation relationships will really help […]

Olympics Will Give Brands Massive Live Audience on Streaming: NBCU’s Peter Blacker

MIAMI – The Summer Olympics in Paris will be another sign that the world has moved past the isolation of the pandemic as millions of people travel to France to see the global sporting event. Millions more will watch the games on television as NBC Universal expands coverage among a wide variety of sports on […]

Yahoo Brings Identity Solution To CTV, Starting With Paramount, Tubi, NBCU, FreeWheel

Yahoo is bringing its cookieless identity solution to Connected TV, to meet an “explosion” in CTV ads, in the latest example of identity technology finding application in TV advertising. According to its announcement: “With Yahoo Identity Solutions services including Yahoo ConnectID and Next-Gen Solutions, Yahoo DSP advertisers can continue to target and measure the performance […]

Clean Rooms Are A Game-Changer: TransUnion’s Rudich

SAN JUAN, PR — One of the hottest software trends in ad-tech has been the emergence of “clean rooms”. The software helps companies combine and overlay data sets in a privacy-compliant manner, allowing for deduplication, segment creation and so on. For Gillian Rudich, VP, Strategic Partnerships, TransUnion, clean rooms offer transparency and privacy, as well as […]

Shopper-Loyalty Program Delivers Audience Insights: Walgreens’ Abi Subramanian

LAS VEGAS – Walgreens, the storied drugstore chain founded in Chicago in 1901, took a bigger step into the digital age with the founding of its retail media network in 2020. Walgreens Advertising Group, or WAG, is another way for the company to connect customers with trusted brands. “I always wanted to be part of […]

News Content, Streamed Sports Are Favorable for Brands: Magna Global’s Stacey Stewart

SAN JUAN, PR – An estimated $11.1 billion this year will be spent on political advertising in the United States as Donald Trump and Joe Biden vie for second terms as president. Amid the barrage of political ads, independent or undecided voters will seek reliable, fact-based news – and that’s a good reason for consumer […]

Streaming TV Drives Shoppable Moments for Brands: Roku’s Jeff Katz

SAN JUAN, PR – Streaming television pioneer Roku not only has more than 80 million active accounts for advertisers to reach, but also which with whom to transact. These shoppable features mark an evolution of the platform beyond driving subscriptions for direct-to-consumer services such as Netflix and Disney+. “Consumers have more of an affinity for […]

AI & Person-Level Identifiers Drive Results in Retail Media: Epsilon’s Dave Peterson

LAS VEGAS – Publicis Groupe’s Epsilon unit aims to make advertising on retail media networks more effective with this month’s launch of Epsilon Retail Media. The platform applies artificial intelligence and person-level identifiers in the ad server to help brands target shoppers on retailers’ media properties and the open web. “When we talk about person-level […]

CTV Transparency Underpins Growth in Media Spending: PHD’s Katie Klein

SAN JUAN, PR – Many consumers have shifted their television viewing to streaming video, leading advertisers to set aside a bigger portion of their media budgets to connected television. However, they have faced frustrations with determining whether their ads are being seen within the walled gardens of video apps for smart TVs. “Transparency in connected […]

AI-Powered Video Technology Takes Center Stage: KERV AI’s Wolff

SAN JUAN, PR — In an era where advertisers seek to captivate audiences with more engaging and personalized content, cutting-edge AI technology is transforming the way we understand and interact with video advertising. One company is harnessing the power of AI to create immersive experiences that drive business outcomes for advertisers and publishers alike. In this […]

POSSIBLE Showcases Marketing Innovation: Uber’s Seho Lee

The POSSIBLE conference in Miami on April 15 to 17 will bring together advertising and marketing executives to share ideas and insights on the latest innovations that shape brand management. “I’m really excited about POSSIBLE this year,” Seho Lee, head of sales, strategic verticals at Uber Technologies, said in this interview with Lisa Granatstein, editorial […]

Retail Media Networks Must Evolve to Secure Media Dollars, Digitas CEO Stresses

The landscape of digital commerce and advertising is evolving rapidly, and nowhere is this more apparent than at industry events like ShopTalk. The big retail conference is evolving as the industry sees the fusion of retail with advertising, in the shape of retail media. In this video interview with Beet.TV at the event, Amy Lanzi, CEO […]

Retail Media Networks Have Major Offsite Ad Potential: Dentsu Media’s Bruce Williams

SAN JUAN, PR – Retailers that sell digital advertising on their own websites are looking to expand these capabilities throughout the open web with what is known as offsite advertising. A key strength is audience targeting based on the purchase histories of their customers. “The expansion of offsite is really delivering on a lot of […]

Innovid Releases Harmony Direct to Optimize CTV Ads

Innovid on Tuesday launched its Harmony initiative to help optimize the advertising ecosystem for connected television. As part of the effort, the adtech company released Harmony Direct to help ensure that more advertiser dollars go to video publishers. “We’re about to see a significant jump in the growth of CTV,” Zvika Netter, co-founder and chief […]

Retail Media Networks: The Key to Full-Funnel Activation and Brand Growth, Omnicom Commerce’s Baker

SAN JUAN, PR — Omnicom thought the fusion of shopping and media was so important that it made a whole division, Omnicom Commerce Group, dedicated to the topic in June 2023. Early this year, OCG execs have been appearing at key industry events like Beet Retreat San Juan and Shoptalk. In this video interview with Beet.TV, Jacquelyn Baker, […]

Dual-Screen TVs Are Driving Brand Engagement With Viewers: Telly’s Bob Ivins

SAN JUAN, PR – Smart-TV startup Telly aims to change the value proposition for consumers by offering them free televisions in exchange for seeing advertisements. The promise for marketers is that campaigns have a greater chance of being seen – Telly’s set has twin screens, the lower of which shows unobstructed ads and information. “They’re […]

Alternative Ad Currencies Will Shape Upfront Talks: Carat’s Jessie Schwartzfarb

SAN JUAN, PR – Media-measurement company Comscore in March received accreditation from the Media Rating Council for national and local television household-level measurement. The accreditation was a significant step in Comscore’s role in helping to set the value of ad transactions, or what are known currencies. In this interview two weeks before Comscore’s accreditation, Beet.TV […]

Deciphering the Streaming Conundrum with XUMO’s Joe Lerner

SAN JUAN, PR — Joe Lerner, Executive Director of Advertising Sales at XUMO, has a bone to pick with the complicated jargon of the streaming media space. Diving into an industry replete with acronyms and blurred lines, he advocates for a more straightforward approach to delivering content to consumers. Whether on CTV, OTT, AVOD, or SVOD […]

Advertisers Want the Viral Hit, but “Earned Media Isn’t Free”

Share: Advertisers Want the Viral Hit, but “Earned Media Isn’t Free”

Direct Link:

Embed Code:

Recent Videos