Gannett-owned local TV stations are exploring ways to extend video views and video advertising into new types of content and beyond the traditional geographic boundaries of TV broadcasters, says David Payne, Senior VP and Chief Digital Officer with the Gannett Company, during an interview with Beet.TV at the Beet.TV Leadership Summit on Big Data.

“We are trying to create products that allow people to experience video views in between various types of other content. So as you are sliding through a Web site or tablet application, we want to serve rich media and video,” he says. Key to success will be leveraging existing TV ads and outfitting their creative for digital, he explains. “The more we move away from flat, two-dimensional Web site pages to fluid, interactive applications, the more opportunity we have to inject meaningful advertising.”

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