MOVING BEYOND REPURPOSED TV SPOTS FOR ONLINE VIDEO
BACKSTORY
Built and led a 16-person, global, digital advertising solutions team for AdTech startup TubeMogul (acquired by Adobe). We worked directly with brands and agencies to consult and develop world-class digital advertising experiences. Our services included: digital ad consulting, technical support, and design and development resources.
Our mission was to 1) innovate and create a competitive moat (with products and services), 2) help to make client relationships sticky (with stellar customer service and unique offerings), and 3) drive revenue growth.
Our team partnered with Tube’s Sales, Account, and Media Teams to work closely with Allstate, a premier client. They, initially, wanted to move beyond repurposing TV spots for online video (OLV) ads. We conceived and built a custom campaign (“Fact or Fiction”) for multi-variant testing, as a starting point to exploring new OLV directions.
We tested, exploded, and applied learnings to enable us to develop a roadmap for their digital advertising needs. Ultimately, my team turned into a consulting arm for their AOR (Leo Burnett, Chicago). Fun relationship and great work produced!
ROLE
• Ad Solutions Consulting
• Sales Support
• Ad Product Roadmap
• UX Design
• “TubeU” (University) Presenter
VISUALS
• Case Study – Creative Matters Series
• A/B Test Visuals and Video
• “Skip” Mayhem OLV testings
• Digital Ad Roadmap
• “TubeU” (University) Presentation w/ Allstate