LONDON — Online video content doesn’t just lift online video marketing results – they can improve the overall outlook for TV ads, too.

Universal McCann global chief strategy officer Hamish Kinniburgh tells Beet.TV in this video interview how his agency did so for Coca Cola during the recent soccer World Cup.

“We were able to respond with client content in online video but also television in quite a short turnaround time,” he says. “The effects on the overall campaign were pretty dramatic.

“Digital video is at a point of maturation. We’re getting very comfortable with that now. The TV industry is doing a really good job of reinventing itself for this new environment.”

This video is part of a series titled The State Of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series. This session was recorded in London.