A Nielsen study of mobile video advertising effectiveness, commissioned by video adtech provider Brightroll, finds that cross-screen TV ad buying which includes video substantially drives the impact of a TV buy. The study was presented this week at the Brightroll Video Summit in Manhattan. For overview on the report, the and other developments around mobile video advertising, we spoke with Tim Avila, SVP Marketing and Operations at Brightroll.
Brightroll + Nielsen Study Ties Mobile Video to Effective TV Ad Campaigns
Recent Videos
Multiple Media Channels Drive the Flywheel: Chipotle’s Perdue
ORLANDO – To show the customer how Chipotle differed from other restaurant chains, the company hired an award-winning documentarian, Errol Morris, to take a camera into its kitchens and film the food prep process. As part of the brand campaign, two different pieces of content focused on Chipotle’s guacamole exemplified the range of platforms that […]
Advanced Advertising on Linear TV Coming Into Focus, FreeWheel’s Dave Clark
While systems for advance targeting ads to individuals and groups have been well established for digital video, these solutions are becoming increasingly attainable for linear television programming. This emerging sector will be on of the main topics of a half-day Beet.TV event on October 22 hosted by Publicis Media and sponsored by FreeWheel and LiveRamp. […]
Understanding Customer Needs Secures Brands’ Futures: The Clorox Company’s Grier
ORLANDO – Storytelling is what connects customers to brands and helps them understand why and what to buy. Stacey Grier, CMO of The Clorox Company, wants to figure out how to use new media to tell stories in new and different ways that help the company and its brands breakthrough to a bigger audience. Grier, […]
Georgia-Pacific CMO Bergsma: Investing in Employees Leads to Better Outcomes
ORLANDO – Georgia-Pacific has changed its outlook on how to grow and leverage people in their roles within the company. In an interview with Beet.TV at the CMO Growth Council, Douwe Bergsma, CMO at Georgia-Pacific, explains the approach to keeping people happy, engaged and challenged within the company, particularly as employee expectations change, by not […]
SAP’s Tillman Has Fun Finding Influencers Through TV
When you think of a giant business operations software supplier, words like “fun”, “playful” and “mass-market” don’t necessarily come to mind. But that’s what SAP, as it branches out of the usual B2B sales tactics, using TV to find companies amongst consumers. The idea that marketing for B2B no longer needs to be restricted to […]
Marketers Need to React in Real Time: MillerCoors’ Feinberg
ORLANDO – MillerCoors knows you tune out, and likely check your phone, during commercial breaks. As a company that relies on linear TV, and particularly live events like sports, in its advertising strategy, it’s looking to figure out how to still get in front of customers who aren’t paying attention to TV ad spots. Brad […]
IBM’s Rangaiah on Moving Beyond Advertising to Customer Experiences
ORLANDO – Think of the last best experience you’ve had. According to Babs Rangaiah, executive partner of marketing solutions for the Interactive Experiences unit of IBM, this last-best becomes the minimum expectation for future experiences of a similar kind. Rangaiah uses E-ZPass as an example of how quickly customers’ expectations can change. “Once E-ZPass was […]
IBM’s Hammer: A Brand Is a Great Place for Creatives
ORLANDO – The recruiting and training process on IBM’s marketing team doesn’t necessarily target those with a traditional marketing background, according to chief content officer George Hammer. In an interview with Beet.TV, Hammer explained how hiring creatives of all backgrounds can yield more meaningful results. Hammer describes how the evolving roles of a marketer are […]
Relevant Marketing and Products Will Win: Anheuser-Busch’s Marcondes
ORLANDO – Anheuser-Busch is investing in innovation by way of an internal team dubbed Apollo 11. The team, which operates separately from the company’s main operations, is dedicated to developing new, innovative products that resonate with customers’ evolving tastes. Ten to 20 innovations come out of the Apollo 11 team per year, one of which […]
Aetna’s Edelman: A Multicultural Approach to Employee Training Makes Better Marketers
ORLANDO – How do you extend your message to as many different populations as possible all while remaining authentic to both your mission and to the cultures you are aiming to reach? According to Aetna CMO David Edelman, the first step is to hold up the mirror to your own company. “We’ve launched a pretty […]