“We talk about bundling products and we talk about bundling video products together, but I think what’s interesting is the opportunity to bundle more than just video with video,” says Peter Naylor, SVP, Advertising Sales, Hulu.

“Even Amazon is bundling shipping with video. So I think bundles are going to leap beyond video and go multidimensional, multimedia,” Naylor adds in this interview with Beet.TV at the 2017 DMEXCO advertising and media trade show.

Founded in 2007 by three traditional broadcast networks, Hulu earlier this year debuted its own live package consisting of more than 50 channels. Since then it’s added The CW Network and more than 200 local TV affiliates. “Depending on where you, are you’re getting not only national feeds but local content as well. So that’s going very well,” Naylor says.

Beginning on Sept. 12, subscribers to the T-Mobile ONE plan with at least two phones on their plan were able to stream Netflix programming at no additional cost.

“While the big bundle collapses, people will reassemble their own bundles in more of an a la carte fashion. It will be interesting to see how many relationships viewers want with different services.”

Naylor says advertising on Hulu is “healthy and vital right now,” given that the majority of people who sign up opt for the ad-supported version. And while 15- and 30-second ads “are totally welcome” on the platform, he sees creative opportunity in interactive advertising.

“We partner with people like Brightline, for example, for interactive advertising. We’re doing a lot of integrations.”

Naylor cites as examples the season and series finale of The Mindy Project, in which brands like McDonald’s, Sprint and Volkswagen have show integrations. “So we have some of the best of old school TV with integrations and the best of new TV with interactive ads.”

At the 69th Emmy awards, Hulu achieved a milestone when it not only tied for most wins of the night–five, along with HBO–but its original production The Handmaid’s Tale made it the first streaming service to take home the Emmy for Outstanding Drama Series, as The Verge reports.

While many advertisers are still content to transact on age and demographics mostly with 15’s and 30’s, “I think you’re seeing a more layered and nuanced approach because data is only increasing with advanced TV capabilities.”

This is accompanied by a rise in attribution measurement. “It’s not just did my ad get served in a way that’s viewable and, frankly, non- fraudulent but did it move the needle for my business,” says Naylor.

This video was produced as part of Beet.TV leadership series from DMEXCO, presented by NBCUniversal. For more videos from the series, please visit this page.

“We provide content that we think is really authentic. Behind the scenes, how-to, funny, trick shots. It’s all video-based content.”

Whistle Sports’ mostly short-form video content is distributed across some 2,000 social media channels and says it reaches 350 million young sports fans around the globe, according to West. The company brings brands “into those discussions we have with our fans” with branded social content.

It boasts a network of 500 video creators and social influencers. Advertisers have included McDonald’s, Nike, Pepsi and Under Armour. “We help them create authentic content that’s entertaining but also gets their brand message out in a very engaging way to a large audience.”

West notes the bidding for sports rights programming among the likes of Amazon, Facebook and YouTube for TV channels and observes, “It’s a dynamic environment right now.”

Five years ago, Sports Whistle conducted research and found that among younger demographic cohorts, TV ratings for the top five sports in the U.S. was declining.

“We don’t do live sports for a variety of reason, but one of them is the attention span of our demographic is not three hours long. It’s three minutes long,” West says.

This video is part of Beet.TV’s coverage of the IAB’s Digital Content NewFronts 2017. The series is sponsored by the IAB. For more videos from the #NewFronts, please visit this page.

That transition is “about three or five or seven percent of the way there,” the Chief Research Officer of Omnicom Media Group opines during a panel discussion at the recent Beet.TV Retreat 2016.

Steuer recalls that when he started in the media business, data availability was a major obstacle. “And in particular, the combination of what I would call small data, the data that lets us understand how individuals are using a bunch of different media devices across the day, with what’s now big data,” Steuer explains.

He defines big data as “the device-level data that’s giving us very precise mounds of data that’s hard to connect together because you can’t connect it across the different platforms.”

Even though the industry is on the path to rationalizing the data piece, “The supply side plumbing is what’s missing to get us all the way to the IP-based, highly targetable, very audience-based future of television,” Steuer says.

Then he shifts to a food metaphor to address the combination of highly targetable and broad reach options available today.

“The problem of today is figuring out what’s the food pyramid of TV circa 2016, 2017 where I can have a balanced diet of my addressable as a sometimes food and still deal with the broad reach,” says Steuer.

He notes that clients like McDonald’s want to say something to everybody, but “what they say to different groups is something advanced television can help them to get to in a more and more focused way.”

Panel moderator Tim Hanlon, Founder & CEO of The Vertere Group, asks Steuer whether traditional media agencies, with their broad-based approach to marketing and media, are up to the task of becoming more data driven.

By way of response, Steuer says client wins of AT&T and Procter & Gamble by Omnicom’s Hearts & Science agency were rooted in the belief that “data is a key ingredient of the full stack, all the way from how do you inform building the right creative plan and the right messages all the way through to how do you target and measure it.”

This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising, an executive retreat presented by Videology with AT&T AdWorks and the 605. Please find more videos from the event here.

In an interview with Beet.TV, DDB Worldwide’s chairman emeritus describes the shock of being fired by McDonald’s and his 16-year campaign to win them back.

Reinhard recalls receiving notice from McDonald’s in 1981, when he was president of Needham, Harper & Steers, as the greatest setback of his career. But he immediately resolved not to work with any of the fast feeder’s competitors, though that strategy wasn’t popular with all of his colleagues — especially after he turned down another fast food account that the agency hadn’t even had to pitch.

“You’ve just gone overnight from being our biggest, most important client to being our biggest, most important new business prospect,” Reinhard recalls telling McDonald’s CEO.

Every year after being let go, Reinhard says the agency would send McDonald’s two or three big ideas. And after 10 years, Reinhard says he accepted an offer by the McDonald’s executive who had fired them to take on some promotional assignments. That was a means of getting a foot back in the door.

In 1997, the agency — by then DDB Worldwide — competed for the McDonald’s business and won it back.

“I learned a lot,” Reinhard says of the firing more than three decades ago. “We had been concentrating more on the work probably than on the relationship. That was a lesson well learned. Good relationships beat good work every time.”

This is segment is part of Beet.TV’s “Media Revolutionaries,” a 50-part series of interviews with key innovators and leaders in the media, technology and advertising industries, sponsored by Xaxis and Microsoft. Xaxis is a unit of WPP.

Reinhard was interviewed  for Beet.TV by David J. Moore, Chairman of Xaxis and President of WPP Digital.

“If we start with the consumer mindset of investing time to watch a video it has to be very meaningful for the consumer in the moment. It needs to have a legitimate value for the consumer,” he says. Brands need to be able to respond quickly and change approaches if need be. “For a large brand that is a complicated process. We work on a lot of scenario planning so we can iterate quickly,” he says.

But sometimes, it can be useful to be operate totally on the fly, says Web video superstar iJustine. Her video strategy is to adapt quickly based on consumer feedback, and keep her content approach open-ended.

Looking ahead to 2015, brands will benefit from stitching together video tactics across mobile, deskstop and tv, says Danny Huynh, SVP and Group Director at Havas.

The panelists were interviewed by Paul Kontonis, CMO of Collective Digital Studio, at the Beet.TV leadership summit on the transformation of television, presented by AOL. Please find more videos from the event here.

“About a year ago, we hired a chief digital officer with intent to build and staff a team,” says the group’s digital brand engagement global director Sosti Ropaitis. “Right now, we are pretty much a startup in a large organization – a small group of people looking at doing marvellous and ambitious things.

“We’ve gone from just a series of Likes … to being more purposeful about the content we develop – having a more unique and tangible tonality. We see a natural connection point in the integration of convenience and fun.”

He was interviewed by  Paul Kontonis, CMO of Collective Digital Studios at the Beet.TV leadership summit on the transformation of television, presented by AOL. Please find more videos from the event here.

“We’ve been the definition of  a mass marketer,” the group’s digital brand engagement global director Sosti Ropaitis says in this video interview with Global Online Video Association executive director Paul Kontonis for Beet.TV. “But it’s a very interesting time for us – we’re shifting to continue doing (mass marketing) but also expanding in to digital

“We’re hoping that video is the next wave for us – it’s a natural evolution. We’re really looking to upscale our digital efforts.

He was interviewed by Beet.TV at the Beet.TV leadership summit on the transformation of television, presented by AOL. Please find more videos from the event here.