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{"id":25761,"date":"2014-03-21T10:19:56","date_gmt":"2014-03-21T14:19:56","guid":{"rendered":"http:\/\/www.beet.tv\/?p=25761"},"modified":"2014-03-24T15:59:43","modified_gmt":"2014-03-24T19:59:43","slug":"mecatt","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2014\/03\/mecatt.html","title":{"rendered":"MEC Builds Audience for Client AT&T with Data, Custom Programs, Explains Kaplowitz"},"content":{"rendered":"

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.<\/p>\n

“People are paying for that content. Advertisers have, all along, been supplementing the cost of that for the consumer,”\u00a0agency\u00a0MEC<\/a>‘s North America CEO Marla Kaplowitz tells Beet.TV. “There are more and more ways for consumers to avoid those types of messages.<\/p>\n

“We need to find new ways to deliver that – it could be a more integrated offering, something more subtle in the way it’s brought to the consumer.”<\/p>\n

One way may be branded video. MEC\u00a0connected its client AT&T<\/a> with the edgy youth publisher Vice, who together created\u00a0Mobile Movement<\/a>, a video documentary series examining mobile youth culture for sponsor AT&T.<\/p>\n