All Boats Rise On Publishers’ Programmatic Partnerships: Rubicon Project’s Novak

News publishers are famously competitive. So why would they team up to sell advertising? Because, in a world of opportunity, sometimes you need to partner to grow, says Rubicon Project’s chief marketer. “We’ve seen it primarily outside the United States but also inside the United States with local papers,” Mari Kim Novak tells Beet.TV. Co-ops are alliances – […]

 

For Viral Hit Maker WestJet, Earned Media Is the Easy Part

The viral videos that Canadian airline WestJet has become adept at producing over the last few years are aimed at a somewhat atypical audience. “We’re not really telling stories to millennials like a lot of people,” says Corey Evans, WestJet’s manager for sponsorship, community investment and experiential marketing, in an interview with Beet.TV. “We’re looking […]

 

Quaker Canada’s Viral Video Hit Used Real Family For Authenticity

Coming up with the idea for a viral video is a bit like striking gold, and authenticity was thought to be a prerequisite by the creators of a campaign for Quaker Oats Canada. The brand produced a video called “The Recital,” which centered on a dad who agreed to take hip-hop dancing lessons with his daughter leading […]

 

Brands Need to Lead From a Simple Human Insight: Leo Burnett’s Hassan

Brands today are clamoring for campaigns with viral potential, but it’s easier asked for than done from an agency perspective. “It takes a true human insight and finding the right way to marry a brand’s beliefs and values with current and social conversations,” says A.J. Hassan, VP-Creative Director at Leo Burnett, in an interview with Beet.TV. […]

 

Mobile Video Ads Will Boast One-To-One Creativity: Rubicon’s Novak

Mobile is helping push scientifically-accurate programmatic advertising technology to new heights for ad tech vendor Rubicon Project – next up, the company reckons it’s time to put creativity back in to advertising. “One of the big things you’re going to see with mobile is storytelling becoming more and more important – when you’re trying to […]

 

Viral Video Unleashes Marketers: Virool CEO Debelov

The ability to share online video spots has reinvented the video advertising business, says Alex Debelov, CEO of Virool, a platform enabling viral ads. “It’s a really interesting phenomenon which has never happened in advertising,” he tells Beet.TV in this video interview. “For the last 50 or 60 years, when marketers were producing spots for […]

 

Virool is Using Facial Recognition for Ad Targeting

Virool, the video adtech platform that provides publishers with a means to monetize video advertising outside of the traditional video player and into the content stream, is analyzing the facial expressions of consumers to measure reactions to specific video ads, explains CEO Alex Debelov, in this interview with Beet.TV A small group of about 1000 users for different […]