BBC Native Ads ‘Can Bring Brands’ Stories To Life’

LONDON — It may be forbidden from running even traditional display ads at home in the UK, but elsewhere in the world, the BBC’s commercial wing is embarking on blending marketing and editorial material, having recently embarked on sponsored content production effort. “There’s no reason why a brand … shouldn’t have a voice; anyone can […]

 
 

MEC Builds Audience for Client AT&T with Data, Custom Programs, Explains Kaplowitz

LOS ANGELES — Agencies have to find new ways of connecting brands to consumers, now that viewers are paying for video that doesn’t have ad support, says one exec. “People are paying for that content. Advertisers have, all along, been supplementing the cost of that for the consumer,” agency MEC‘s North America CEO Marla Kaplowitz tells Beet.TV. […]

 
 

Beet.TV’s Plesser: New Era Dawning For Journalism

New York-based video journalism outfit Beet.TV, this article’s publisher, has been creating events and videos that tell the story of the digital business for the last eight years. Now executive producer Andy Plesser says the industry is about to take off, as attitudes toward branded content converge. “It’s a video-first B2B publishing platform that’s driven […]

 
 

Digitas’ Shlachter: Good Branded Video Is Hard To Do

With an apparent shortage of premium video inventory against which to advertise, some marketers are taking to producing their own content to get their messages across. But what’s the right recipe for branded video success? “No matter what … it’s got to be clear, consistent,” says Digitas’ north America media activation head Adam Shlachter. “It’s […]

 
 

‘Branded Video Has Five Seconds To Impress’: GroupM’s Rob Norman

The emerging space of editorial video content produced by brand marketers is so new that there are few benchmarks for a successful campaign, says GroupM chief digital officer Rob Norman. But he has identified at least one golden rule already. “Make sure the first five or six seconds are really, really good – so that […]

 
 

AOL’s Harnevo: Branded Video Will Boom As Pre-Rolls Wane

Pre-roll adverts are the largest slice of AOL’s video advertising revenue – but the outfit nevertheless thinks the format will be challenged. “Pre-rolls are the majority of what we do, the (TV) assets are already there,” AOL’s video president Ran Harnevo tells Beet.TV. “Acceptance of pre-rolls is going decrease. Brands will have to become publishers.” That is […]

 
 

Flite CEO: ‘Content@Scale’ Will Turn Videos In To Ads

LAS VEGAS – Content@Scale, the new content marketing platform launched by Starcom Mediavest Group, will soon add video capability to its text article re-distribution offering. The service lets marketers licence “evergreen” articles from 15 US publishers to re-use as content in display ad units. Flite CEO Will Price, whose technology powers the service, says he […]

 
 

CNBC Launches Web Video Originals as Views Double in 12 Months

ENGLEWOOD CLIFFS, NJ – CNBC’s production and syndication of video clips has been primarily segments of the the network’s live programming. That is expanding with the introduction of slate of Web only video programs, says Kevin Krim SVP/GM at at CNBC Digital in this interview with Beet.TV Some of the original Web programming is being […]

 
 

Forbes Ups its Native Advertising with “BrandVoice”

LONDON – With the same publishing platform used by its staff and its network of 1,000 contributors, Forbes.com is increasing branded content in the form of articles published on brands’ microsites. The company is publishing about eight such articles a day and is expanding into branded video projects, says Mike Perlis, President and CEO of […]

 
 

VICE/Intel “Project” Win Cannes Award for Best Brand Campaign

CANNES – A comprehensive branded program involving digital video and events created for Intel by Vice won the “Brand of the Year” award at the MIPTV conference earlier this month. For an overview on the program, called the “The Creators Project,” we spoke with Vice’s President Andrew Creighton. In the interview, he speaks about the value […]

 
 

Ogilvy Entertainment President: Industry Needs Metrics around Branded Video

CANNES – While technology and social trends are accelerating branded video, the measurement of the impact of the new medium has yet to be established, says Doug Scott, President of Ogilvy Entertainment, in this interview with Beet.TV this week at the MIPTV conference. We spoke with him about the emergence of branded video, industry initiatives […]

 
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