Advertisers Want the Viral Hit, but “Earned Media Isn’t Free”

While many brands would like a viral video hit, getting one isn’t easy — and it is not free, says Seraj Bharwani who heads analystics for Visible Measures and Molly Sugerman, Director of Digital Innnovation at Horizon Media, the industry’s biggest independent media buying agency.

While “earned media,” meaning video which takes off virally, outside of a conventional media buy, is valued, it is not free, they explain.

This is an excerpt from the Beet.TV Video Leadership Series recorded earlier this week at the AOL Studios in New York.

You can find the entire, 75-minute program here.

By Andy Plesser on July 28, 2011 @beet_tv

Recent Videos

Creators in Focus at Upcoming Beet Retreat Santa Monica 2024

At some point in the last couple of years, the growing interest in “influencer” marketing gave way to a consideration of “creator” relationships. In this video interview with Beet.TV, Lauren Benedict, Chief Revenue Officer at Spotter, emphasized the distinction: “Creators are really the future storytellers that are attracting audiences and eyeballs that quite honestly, brands […]

Streaming Has Unleashed Powerful Audience Engagement for Brands: Dentsu’s Brad Stockton

Television viewers for years have enjoyed a growing selection of video channels, especially with the advent of streaming media to connected devices. Advertisers also have caught on to streaming, seeking to reach people who spend less or no time with traditional linear television. “Now, it’s about how do we navigate that as advertisers to maximize […]

Hershey’s Leans Into Live Sports for Uniting Audiences, Driving Reach

ORLANDO, Fl – Candy gets sticky, but, when it comes to audience engagement, could live sports be stickier? “Sports brings culture together,” according to Vinny Rinaldi, VP of media and marketing technology at The Hershey Company. In this video interview with Beet.TV at the ANA’s Masters of Marketing conference, Rinaldi said the confectionary company is […]

Transparency and Targeting Driving CTV Evolution: OpenX’s Sattel

One year after it launched its TV by OpenX product, which aimed to clean up the biddable CTV market by removing resellers and unintentional inventory from its offering, OpenX has given an update. “Since doing so, our publishers actually have increased their monetized impressions by 22%,” said Matt Sattel, Chief Revenue Officer, OpenX, in this […]

Privacy Promise Is Paramount for CMX in Retail Media Explosion

The retail media explosion will continue to be driven by the trend in first-party data coming with the deprecation of third-party cookies – but retail media networks will still need to carefully manage their customers’ data. CVS Media Exchange (CMX) is a retail media platform designed to allow brands and advertisers to place their products […]

A+E’s Montenes: Following Consumers’ Content Journey is What Matters Most

ORLANDO, Fl – The broadcast company behind A&E, History and Lifetime believes that engaging modern audiences overwhelmed by choice is all about serving them wherever they are in their journey. A+E Networks has been an active player in connected TV (CTV) for several years. For advertisers, the company aims to match the audience at the […]

Retail Media Transforms National Ad Campaigns: GroupM’s Lauren Lavin

Retailers that sell digital advertising for the past decade have been grouped into a category generally known as retail media networks. But as these networks have proliferated and grown more sophisticated, brands are pushing them to do more than delivering niche audiences. “Over the past year, there’s been a really big push from both … […]

GM’s Reed Aims to Curb Ad Frequency With ANA’s Cross-Media Measurement Tool

ORLANDO, Fl – General Motors is partnering with the Association of National Advertisers on a cross-media measurement initiative to better understand ad frequency across digital platforms, television and streaming TV. The goal is to enable GM to drive unique reach to as many consumers as possible while controlling the frequency with which individuals see ads. […]

Dentsu Seeing Productivity ‘Skyrocket’ In Microsoft Advertising AI Partnership

In 2024, AI in advertising moved from hypothetical to real-world adoption – but how did it play out? One agency, Dentsu, says it is getting a big lift from an AI partnership with Microsoft Advertising. “Our vision is to make AI an integral part of how we solve problems, whether it’s analyzing data more effectively, […]

CTV’s Audience Grows Alongside Profusion of Channels: Samsung Ads’ Justin Evans

Millions of households in the past 15 years have connected their televisions directly to the internet to expand the range of programming they can watch on demand. Advertisers have followed, seeking to combine the storytelling power of television with addressability to different audience segments. “CTV is a combination of internet technology with the television experience, […]

P&G’s Marc Pritchard on Addressing the Complexities in the Advertising Industry

ORLANDO, Fl — Can artificial intelligence help sell diapers and toothpaste? In 2024, AI’s application in ad agencies seemed to move from theory to practice. In this video interview with Beet.TV, household-goods brand umbrella group Procter & Gamble’s Chief Brand Officer Marc Pritchard said the company is seeing real productivity boosts from AI in ads. […]

Connected Devices Let Brands Reach Target Audiences in Multiple Contexts: Carat CEO Mike Law

Consumers today have immediate access to video programming through some kind of connected device, whether it’s a smart TV, a wireless tablet or mobile phone. That accessibility gives brands more ways to reach consumers in a variety of different contexts. “Content can be distributed and consumed in many different formats on many different size screens,” […]

Kroger’s Cara Pratt: Retail Media Addressability Boosts Ad Effectiveness

Kroger’s advertising division is discovering the joy of retail media plus addressability means fewer ad impressions can generate the same sales impact. “For two years now, we’ve seen that we have the ability to use that level of precision at scale,” according to Cara Pratt, SVP of Kroger Precision Marketing at 84.51°. “We can deploy […]

Microsoft Advertising’s Longo on Copilot’s ‘Conversational Canvas’, Agentic Ad Future

When Microsoft launched its Copilot AI assistant in 2023, it included a personalized advertising element based on picking up commercial intent from user conversations. The results were promising. Blending AI chat with ads is potentially difficult territory. But, after a recent update, the company’s advertising division is more sure than ever that the two can […]

ANA’s Aquila Powering Up For Cross-Screen Measurement With Kantar Panel

ORLANDO, Fl — The cross-media measurement unit announced by the ANA this summer is preparing to launch, by building out a panel. In June, the ANA announced Aquila, an effort to “govern, operationalize, and execute” cross-screen measurement. In this video interview with Beet.TV, Bill Tucker, Group EVP of the Association of National Advertisers (ANA) and […]

Commerce Media Delivers a Point-of-Purchase Experience: Koddi’s Harsh Jiandani

Commerce media aims to convert viewers of content, which includes everything from social media posts to television programming, into shoppers for products and services. In some ways, commerce media collapses the traditional purchase funnel, bringing brand awareness closer to a final sale. “You need to have a point-of-purchase experience, and you have to enable advertisers […]

FAST is Speeding Up: Samsung Ads’ Howell

Consumers are increasingly turning to free ad-supported streaming (FAST) services, with a 57% shift over the last year alone, according to Courtney Howell, Head of Media & Advertising Sales at Samsung Ads. This adoption is driven by several factors, including the ability for marketers to reach audiences at scale and for consumers to access premium, […]

United’s Kinective Taps Starlink For Faster, Richer, In-Air Ads

Kinective Media, the advertising arm of United Airlines, is hoping its ad offering can become more immersive, by partnering with Starlink to support streaming and gaming in the air. Since launching in June, Kinective has attracted a diverse range of advertisers looking to tap into United’s vast customer base. “What we think about Kinective Meda […]

Retail Media’s Unique Data Fuels Full-Funnel CTV Campaigns: DoubleVerify’s Smith

Retail media is already the third-largest digital ad channel in the US – and it is forecast to make up a quarter of all digital ad spending by 2028, according to eMarketer. That is because it comprises a distinctive mix of consumer transaction data and advertising inventory. But companies emerging in the space should set […]

TikTok Aims to Optimize Ad Campaigns With AI-Powered Solutions

TikTok may be seen as a passive entertainment platform where users come to be entertained and educated. But the platform is seeing a shift in how users engage, with many now willing to take action by searching and making purchases based on what they see. “We are seeing 61% of the users that come to TikTok to […]

TransUnion’s Danaher: More Actionable Data For TV Buyers Than They Realize

AMENIA, NY — There is more data available for TV ad buyers to leverage for improved targeting than many of them appreciate. That is according to one executive who helps brands better understand their customers. In this video interview with Beet.TV’s Rob Williams., Brad Danaher, VP, Advanced TV, TransUnion, said his company often finds itself […]

Advertisers Want the Viral Hit, but “Earned Media Isn’t Free”

Share: Advertisers Want the Viral Hit, but “Earned Media Isn’t Free”

Direct Link:

Embed Code:

Recent Videos