NEW YORK Former MediaVest new media guru Adam Gerber has joined Internet video startup firm Brightcove to lead development of the next generation of video advertising.
Gerber, 37, left Publicis Groupe's Mediavest Worldwide in late August after two years at the agency, where he most recently worked on emerging media and advanced TV initiatives. At Brightcove, Gerber is vp of advertising products and strategy, charged with helping advertisers, publishers and affiliates develop Web video advertising campaigns that go beyond the repurposed TV commercials to incorporate the targeting and measurability of the Web with innovative creative executions that engage consumers.
Brightcove of Cambridge, Mass., helps Web publishers and content developers create Web videos. Early programming partners include A&E Networks, Oxygen and production companies like EcoNova Productions. The firm plans to launch a Web video ad network for brand advertisers to aggregate audiences in what Brightcove founder and president Jeremy Allaire describes as a universe of thousands of video offerings.
"The Internet will support a different scale of programming" than the current TV platform, said Allaire. He believes the convergence of the Web and video has reached a "tipping point" that will revolutionize the TV industry by breaking the stranglehold cable companies and networks have on content distribution in favor of a distributed video model open to content producers large, small and in between.
It was this vision that Gerber said attracted him to leave the agency world after 15 years. "If the last decade was about the transformation of the information system, the next ten years are going to be the next generation of that change and it's going to be about video content," he said.
Brightcove also has recruited former Fallon Worldwide interactive creative director Chris Wiggins to serve as creative director, and Dina Roman, former vp of ad sales at Discovery Communications, as vp of national advertising sales.
Brightcove has attracted much attention as one of the more promising wave of Internet startups, thanks in large part to its pedigree and focus on the hot area of video married with interactivity. Allaire was chief technology officer at streaming video giant Macromedia, where he helped establish Flash as a ubiquitous Web animation technology, prior to founding Brightcove in February 2004.
The company has drawn the backing of Publicis Groupe, which has advised the company on the development of its ad strategy and platform. "Video is quickly becoming unshackled from the traditional distribution methods," said Tim Hanlon, svp at Publicis Group Media, who has joined Brightcove's advisory board.