Startup Brightcove Taps Web Video Pro

Former MediaVest new media executive Adam Gerber has joined Internet video startup Brightcove to lead development of the next generation of video advertising.

Starting today, Gerber will be Brightcove’s vp of advertising products and strategy, charged with helping advertisers, publishers and affiliates develop Web video ad campaigns that go beyond the repurposed TV spots to incorporate the Web’s ability to target and measure audiences. He will helm Brightcove’s effort to build a video ad network for brand advertisers.

Brightcove is a Cambridge, Mass.-based firm that enables Web publishers or content creators to easily conceive Web video offerings. Early programming partners include A&E Networks, Oxygen and EcoNova Productions.

“If the last decade was about the transformation of the information system, the next 10 years are going to be the next generation of that change and it’s going to be about video content,” said Gerber, 37, who has 15 years of agency experience.

Gerber departed Publicis Groupe’s MediaVest Worldwide in late August after two years; he most recently worked on emerging media and advanced television initiatives as svp of innovation and strategy.

Brightcove also has recruited former Fallon Worldwide interactive cd Chris Wiggins to serve as cd, and Dina Roman, former vp of ad sales at Discovery Communications, as vp of national ad sales.

Brightcove, which is backed by Publicis, has attracted much attention as one of the more promising Internet startups, thanks in large part to its pedigree. Founder Jeremy Allaire was chief technology officer at streaming video giant Macromedia, where he helped establish ubiquitous animation technology Flash, prior to founding Brightcove in February 2004.