West Elm has shied away from spending money on TV commercials because “there’s no real specific ROI that you can pull out from it without doing a lot of very sort of fuzzy math,” says Luke Chatelain, Vice President of Innovation at West Elm. Chatelain was among the many industry executives who attended the recent Beet.TV Leadership Summit titled Outcomes, presented by video marketing technology provider Eyeview.

During one panel discussion, he explained the beauty of small budgets, small steps and ramping up successes. “Digital allows us to do a really small spend to set a benchmark and understand what the benefits and the potential are for an application, or piece of content, a technology, a delivery mechanism, and scale that up as we start to see success,” said Chatelain.

“We tend to have this desire and ability to validate those things before we actually go out there and spend large dollars on them,” he added.

Asked about the challenges of personalizing video to engage with specific audience segments by moderator Rebecca Lieb, who is an Advisory Board Member at Netswitch Technology Management Inc., Chatelain again stressed small steps. “If you look at it from an entire business perspective, it’s a rather massive potential,” he said. “Understanding small steps toward bringing your business forward is really important in how you can handle personalization.”

Chatelain is no stranger to industry jargon. “If I had a nickel for every time someone said machine learning, without actually understanding what machine learning was, I would have a yacht at this point,” he told the audience.

This video is part of a Beet.TV leadership summit on video outcomes presented by Eyeview. For more videos from event, please visit this page.

Accompanying Chatelain in the discussion was Oren Harnevo, the CEO of video marketing technology provider Eyeview, which sponsored the event and has been working with West Elm as it builds out its myriad video offerings.

Noting that West Elm is a successful brand that does no TV advertising, “which is pretty groundbreaking for a brand to be growing so well,” Harnevo talked about the opportunities in personalizing video based on data insights. “They have a lot of different types of consumers and they have a lot of data behind it,” said Harnevo. “They believe in video and they want to tell people about their craftsman work and how they create what they’re selling.”

To Chatelain, it’s not only about selling product but projecting the ethos of the West Elm brand and “help evoke those emotions that really help to drive people to the store and actually help them complete the purchase.”

Asked about video retargeting by moderator Rebecca Lieb, who is an Advisory Board Member at Netswitch Technology Management Inc., Harnevo drew a distinction between traditional display ad retargeting. “In this example, it’s a lot more about just finding consumers that are known consumers to the brand. Most of the ad was still about elevating the West Elm brand,” Harnevo observed. “It’s very different to what we know in display, while still maintaining a super high ROI, which we’re very happy about.”

When the subject turned to the complexities of personalizing video creative for different audiences, Harnevo said it can be really hard given the current ecosystem and value chain. This is because there often is a creative agency “that thinks of a TV brief and then a media agency that executes on specific media metrics” and perhaps a third entity tasked with measurement—all three of which might be located in different countries. “It’s difficult to get to an iterative process,” said Harnevo.

Eyeview’s solution was to take much of the value chain in house, with its own creative shop that works with marketers’ creative agencies. “Data goes from creative to media, and media communicates with creative” because they’re sitting close by each other. “I think the value chain really needs to change to support personalization and I think it’s a great opportunity for us.”

This video is part of a Beet.TV leadership summit on video outcomes presented by Eyeview. For more videos from event, please visit this page.

Moore is one of many industry leaders who will gather in New York on March 9 at the Beet.TV Leadership Summit titled Outcomes: Connecting Video Ad Spend To Sales. The event is sponsored by outcome-based video marketing provider Eyeview.

In an interview with Beet.TV at the IAB Annual Leadership Meeting, Moore notes that one neglected aspect of “the fantastic growth of digital over the last ten years” has been creative.

“And what we have now seen is a whole host of creative management platforms, as well as dynamic creative optimization companies that provide one more way for us to optimize a campaign,” Moore says.

Alas, most of this creative customization has been relegated to display ads. “Today video is not being put together on the fly in order to create an ad specific for a user. That will happen in the future,” Moore predicts.

“Right now, most of the video renditions tend to be downloaded overnight into a cable box or made available in some other fashion,” he adds. “However, over the next few years you will see video become an increasingly important part of the dynamic creative optimization marketplace.”

Among the speakers joining Moore on March 6 at the Andaz 5th Avenue for the Beet.TV Outcomes Leadership Summit are: Lisa Archambault, Senior Director, Global Advertising, Caesars Entertainment Corporation; Tal Chalozin, CTO and Co-Founder, Innovid; Brad Danaher, Television Partnership Director, Experian; Andrew Davis, Founder, Monumental Shift; Bob Estrada, EVP & Director of Strategic Partnerships, BBDO New York; Andrew Feigenson, Chief Revenue Officer, Nielsen Catalina Solutions; Oren Harnevo, CEO, Eyeview; Rebecca Lieb, Advisory Board Member, Netswitch Technology Management Inc. and OneSpot; Joanna O’Connell, Chief Marketing Officer, MediaMath; Matt Prohaska, CEO & Principal, Prohaska Consulting; Tom Rogers, Executive Chairman, WinView Games, Chairman and CEO, TRget Media; and David Shim, Founder and CEO, Placed.

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.