Branded Video

CANNES, France — How will the relationship between media agencies, brands and TV networks evolve as underlying media and marketing platforms continue to be disrupted? The incumbent TV industry remains in a strong position, a Beet.TV panel heard. “There’s been a sea-change in the attitudes but, more importantly, the confidence of the broadcast and major […]

CANNES, France — Many brands nowadays are keenly commissioning content videos – but are they diving in to the opportunity in the right way? “What you see too often – we saw a lot of it on YouTube and at the Cannes awards – people are sacrificing brand equity or brand truth to get noticed,” says […]

Branded video performs best when it’s tailored properly to the platform, says Joe Migliozzi, Digital Lead at Mindshare NA, in an interview for Beet.TV with Paul Kontonis, SVP Strategy & Sales at Collective Digital Studio. “The consumers are defining the platforms for the brand. If it’s a platform where the consumer is trying to find more information […]

SAN FRANCISCO — These are heady days when an advertiser starts making TV shows to sell ads – but they are headier still when they plan to sell those ads programmatically. In February, Group M announced it will co-produce a sport documentary series, My Side Of The Sky, with Hulu. “There’s not enough good content […]

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. […]

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 […]

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 […]