Daisy Whitney

CHICAGO — The next tactic for brands in video in 2013 will be to deepen ways to connect with consumer in the moment, says Sosti Ropaitis, Global Director of Digital Engagement at McDonald’s, in a panel discussion for Beet.TV “If we start with the consumer mindset of investing time to watch a video it has to […]

CHICAGO — Marketers are beginning to explore opportunities to integrate brands globally into digital videos, says Marta Martinez, AOL’s Head of Global Video Sales, in a panel discussion for Beet.TV. While the Internet has made true global marketing possible in a way that is more difficult with TV’s localized ecosystem, brands are only beginning to tap […]

CHICAGO — Storytelling and data can go hand in hand in digital marketing, so long as marketers keep searching for insights in real time, says Danny Huynh, SVP and Group Director at Havas, in an interview with Beet.TV. “You have the ability to story tell based on data at hand. You use data as you are doing resesrch […]

CHICAGO — AOL’s strategy on creating video content centers around the notion of capturing a moment, or cultural movement and then letting brands connect with that, says Marta Martinez, AOL’s Head of Global Video Sales, in an interview with Beet.TV. “We try to think holistically about how to create content meaningful for the web, and bring […]

Expect a rash of direct-to-consumer over-the-top offerings from networks and broadcasters in the next year or so, says Marty Roberts, co-CEO of thePlatform in an interview with Beet.TV. “Networks and broadcasters need to establish a direct relationship with the audience,” he says, and direct-to-consumer offerings let them do just that. “We need to watch their viewing […]

In-home, improved authentication protocols can dramatically improve the consumer experience for TV Everywhere, says Marty Roberts, co-CEO of thePlatform in an interview with Beet.TV. In some cases, log-in failure rates are north of 40% and that’s too high to be sustainable. However, when multichannel video providers implement so-called “in-home authentication” success rates are hitting 80% to […]

NAPA , CA — NBC Universal recently launched a programmatic initiative called NBCUx as part of an effort to enable data-centric buying across its properties. As programmatic buying spreads in usage, the key is to view all inventory in this potential light, says Aaron Radin, SVP Partnerships and Portfolio Products at NBC Universal in an interview with […]

When it comes to measurement styles, video in the market is divided between TV replacement money and performance measurement buys, says Brian Pozesky, Chief Marketing Office for Eyeview, in this interview with Beet.TV. Interestingly, brand marketers are among the advertisers moving more aggressively in video marketing, but they’re staying with GRPs for measurement rather than […]

TV dollars are beginning to shift to digital and more will come in the year ahead, says Tom Eaton, VP Client Services, Platform Group at Nielsen in this interview with Beet.TV. That transition started with a trickle, and became more significant at last year’s upfront, he says. Having a GRP-like measurement in online in the OCR […]

Video is primed for more detailed real-time measurement, says John Wallace, CEO of data insights company DataSong, in this interview with Beet.TV about video marketing. In fact, video is a key growth area for the company, which has logged a 60% growth rate in the last few years. DataSong measures media performance, including click streams to […]

An impression does not equal awareness. Those are the watchwords from Scott Martino, Marketing and Analytics Lead at Mercedes-Benz, in this interview with Beet.TV about video marketing. “We should reconsider what awareness means. You need to show what awareness is and I don’t think simply serving an impression is accomplishing the goal. We should be more […]

CHICAGO — Brands should development a measurement plan when embarking on branded content, says  Tom Weeks, SVP and Group Brand Director at SMG’s LiquidThread  in an interview with Beet.TV. Knowing what to count from the start can set expectations for branded content campaigns, especially when working with a partner. “Partner with the right companies and figure out […]

CHICAGO — Weather often affects consumers’ moods, and that means it can impact purchase behavior, says DJ Reali, SVP MultiPlatform Sales at the Weather Company, in an interview with Beet.TV. As such, the Weather Company often looks to pair consumer data with weather conditions to deliver targeted ads. For instance, Weather Company has worked with Pantene to […]

CHICAGO —  Placement on a site and or media channel is vital to ensuring branded content actually reaches consumers and can be viewed, says Jonathan Hoffman, President at ZeroDot/President Experience Design at Starcom MediaVest Group, in an interview with Beet.TV. In addition, brands should think about how to create a value exchange with their content. “We need to […]

CHICAGO — Branded content still plays best as a brand awareness tool, rather than as a direct sales driver, says Vincent Geraghty, EVP and Executive Director of Production at Leo Burnett, in a panel discussion for Beet.TV. “Purchase and sales is a tough thing. When you’re talking about starting a conversation about a brand, that’s a […]

CHICAGO — Facebook is a marketer’s dream for video, but brands need to be smart about how to use the targeting, fan base, and types of video on the social network, says Len Kendall, Director of Social Marketing at Havas Worldwide, in an interview with Beet.TV. “Because of segmentation and targeting, it is a great ad […]

CHICAGO — When embarking on branded content, a marketer should consider what part of its story fits best in that format, Cristel Turner, Director of Brand Advertising, Strategy and Business Marketing at U.S. Cellular, in an interview with Beet.TV. “What doesn’t lend itself as easily to a 30-second spot or a print ad?” she asks. “What […]

While TV Everywhere tends to dominates the chatter about non-linear viewing, many cablers are actively marketing and delivering viewers for their existing VOD services. Comcast, for instance, logged its 30 billionth program viewed on demand in the last year and has seen 100% growth in time spent viewing in the last three years, says Matt […]

CHICAGO — Working with a publisher partner can be a smart strategy for branded content, especially to drive awareness and visibility, says Spencer Bahler, Managing Director-Chicago at Maxus in an interview with Beet.TV. “We have some challenger brands we represent and we look to partnerships to help elevate what we can do,” he says. That includes […]

CHICAGO — Coca-Cola’s groundbreaking small world machines campaign has won awards and reached around the world, but it wasn’t easy to pull off. The goal of the branded content effort was to showcase corporate responsibility but also bridge borders, says Vincent Geraghty, EVP and Executive Director of Production at Leo Burnett, in an interview with […]