Magazine article ADWEEK

Beth Doyle: Rising Star: Innovations Associate Director: VivaKi

Magazine article ADWEEK

Beth Doyle: Rising Star: Innovations Associate Director: VivaKi

Article excerpt

If she weren't so disarming and down-to-earth, it would be easy to think of Beth Doyle as a shark, a creature known for being in perpetual motion.

A Midwesterner who globetrots on her down time and has a trove of hobbies, Doyle is also hard at work on finding new emerging media ad models--ones she'd like to see as industry standards.

And while Doyle's been in the working world for half her life, at 28, she's just getting started.

As associate director, innovations at VivaKi--the online ad research unit of Publicis Groupe--Doyle spearheads a project dubbed The Pool, the goal of which is to create and implement the equivalent of TV's 30-second spot for emerging media.

The Pool has corralled some 60 companies (informally referred to as "partners") to help with its research, including heavyweight publishers like YouTube and Hulu, content creators like NBC and CBS, and advertisers such as Procter & Gamble and Kraft Foods. It's the first time the competitive behemoths have worked closely together. What's more, the findings are being shared with the entire industry.

"We're trying to accelerate the business [at large], and Beth manages all [our] moving parts," says Tracey Scheppach, Doyle's boss and VivaKi's svp, innovations director. "She's so passionate about the technical side, but she also has inherent people skills. She's an absolute rock star."

VivaKi recently launched ASq, an online ad model that came out of The Pool research. Viewers pick one of three ads and watch the chosen short video, versus watching a pre-set, pre-roll commercial. …

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