Weather Company Pairs Marketers With Moods

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 […]

 

Brands and Distributors Should Look for Shared Goals in Branded Content

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 […]

 

For Branded Content, “Creative By Committee Is Death”

There’s “too many cooks”, and then there’s “not enough cooks pulling in the same direction”. For the new branded content opportunity, multi-disciplinary teams must all work together on clients’ creative projects, according to a Beet.TV panel of agency folk. “Creative by committee is death, creative by small SWAT team works really well,” says Mindshare Entertainment’s chief content […]

 

From Story-Telling To Story-Doing: JWT’s Weisberg

Brands shouldn’t just make content that reflects a particular message, they should create participative campaigns, says an innovative marketing exec. “Storytelling is something everybody talks about in this space,” says JWT executive creative director Eric Weisberg. “I’m most empowered by story-doing and story-building The best brand campaigns are when a client “had a goal but they […]

 

Campaign Engagement Is Essential: Havas’ DuBoff

In the interactive era, just raising the initial profile of a brand using a campaign just doesn’t cut the mustard anymore, according to media agency Havas’ global strategy director Rori DuBoff. “I don’t think we have a single client who says, ‘I am happy if you just get awareness’,” she tells Beet.TV. So she is building […]

 

Brands Should Define Goals Before Content: IPG’s Power

At this point, many brands will have heard enough about the “branded content” craze that they might seek out a “native” campaign. But decisions about which campaign tactics are used are best left to agencies, says one agency division exec. “Clients want to tell brand stories – they’re more open to us helping them figure […]

 

Content Must Be Created Through A Social Lens: Ogilvy’s Marks

If marketers want to make a splash with their own own content, it needs to be socially shareable – and that means giving people something that can reflect their identity, according to a branded content production agency. “People are consuming content and thinking ‘Is this something I’d like to share to reflect my knowledge of […]

 

Time Inc’s Marvel: How Editorial and Advertising Collaborate

The wall between editorial and and advertising is lowering a bit at  Time Inc, as writers and ad salespeople collaborate on native advertising, says the publisher’s video and mobile sales director Mark Marvel. “The two can function in a way that’s meaningful,” Marvel tells Beet.TV. “There’s no longer that separation – there’s a little bit […]

 

Mindshare Tackles Content Creation from All Angles

Branded content can stem from brands, or from an idea, says David Lang, Chief Content Officer of Mindshare and President of Mindshare Entertainment, in an interview with Paul Kontonis, SVP at Los Angeles-based Collective Digital Studio (CDS) for Beet.TV. As a content strategy and production group that happens to be inside an agency, Mindshare’s approach is to study audience […]

 

VICE News is “One of the Biggest Newscasts in the World”

In five months since its launch, VICE News on YouTube  is “one of the biggest newscasts in America and possibly the world,” says Brian Dietz, SVP of Sales in this Beet.TV session video.   He says that the network has over 650,000 subscribers on YouTube and has had 70 million views of its videos.   […]

 

Video Ads Perform Better On Mobile: Jun Group CEO

The booming video advertising segment stands an even better chance of ringing up success on mobile devices than it has on desktop so far. That’s according to one video ad platform boss. “Seventy percent of the video views we did were on mobile devices,” says Jun Group CEO Mitchell Reichgut. “The performance is better, counterintiuitively, than […]

 

Razorfish CEO: Paid Media Should Operate in Real-Time With Social

Paid, owned and earned media can work well on a real-time basis, and brands need to rethink both their allocations for paid media and the timing too, says Pete Stein, CEO of Razorfish, in an interview with Ashley J. Swartz, CEO of Furious Minds, for Beet.TV. “It used to be that paid media was planned years in advance […]

 

Maker Studios’ Jason Krebs: Collaboration Key for Brands & Creators

Collaboration with creators is vital for brands working with digital producers and talent, says Jason Krebs, Head of Sales at Maker Studios, in an interview with Ashley J. Swartz, CEO of Furious Minds, for Beet.TV. Maker Studios creates and distributes video content focused on millenials and its videos generate 6.5 billion views each month to more than 450 […]

 

Havas Dish Latino Digital Campaign Jumps to TV

Some brands are now migrating successful digital ads to the TV set, in a reversal of what was once the trend of repurposing TV spots for online video, says Rori DuBoff, Global Head of Strategy at Havas Digital, in an interview with Beet.TV. Havas recently launched a campaign for Dish Latino around the World Cup and […]

 

‘The Big Ideal’ Fuels Cross-Platform Content: Ogilvy’s Abby Marks

Nevermind your product, what do you stand for? That’s what OgilvyEntertainment’s senior strategy and operations director Abby Marks tells her clients, channeling her agency’s late founder. “David Ogilvy was always about research and treating the cons as an equal, thinking about what’s of value to them,” Marks tells Beet.TV. “We work under the creative umbrella of […]

 

JWT’s Branded Content Approach Starts with Participation

Branded content is not an “if” for marketers; it’s a must-have, says Eric Weisberg, Executive Creative Director at JWT, in an interview with Beet.TV. To be effective, branded programming needs to deliver on the right combination of entertainment and utility. As an example, he points to work that JWT did with Johnson and Johnson for […]

 

Multi-Channel Network Collective Digital Studio Launches New Content for Purina

Los Angeles-based Collective Digital Studio (CDS) launched a new series of programming for its popular YouTube channel Petcentric as part of a recently minted deal with Purina, say Paul Kontonis, SVP in an interview with Beet.TV. That channel is now managed by CDS, which works with YouTube influencers to create the content targeting pet lovers and pet […]

 

Millennials Are Cool With Brands Changing All The Time: Initiative/IPG Study

Brands need to mimic the characteristics of millennial-age consumers to curry their favor, according to research, The Reset Generation, conducted by media agency IPG’s Initiative group. “Their expectations of brands are what they think people expect of them,” says Initiative’s US chief strategy officer Sarah Power. “They’re comfortable with brands trying to change who they […]

 

If “Content Is King,” then “Distribution is Queen” as Paid Media is Essential, Mindshare Entertainment Prez David Lang

Mindshare, the media agency within WPP, has created some 250 branded campaigns for video and television over the past 9 years, says David Lang, Chief Content Officer and President of the agency’s entertainment division,  in this interview with Beet.TV  On the subject of viral video hits and paid vs. earned, Lang stresses the importance of […]

 

Yahoo Gets Post-Web Analytics With Flurry: Jun’s Reichgut explains

Yahoo has bought itself a role in the advertising ecosystem that comes after the desktop web by acquiring mobile analytics firm Flurry last week. That’s the assessment of one cross-platform video ad tech vendor CEO. “A media company that was based on the web is now struggling getting in to the mobile space,” Jun Group […]

 
1 2