NEW YORK (AdAge.com) -- Shane Steele, former director of emerging media and online advertising for Coca-Cola Co., is joining video ad network Tremor Media as VP-marketing.
Ms. Steele spent three-and-a-half years at Coca-Cola and ultimately led online-marketing efforts for all of its U.S. brands, including Coke, Diet Coke and Coke Zero. She left the company a year ago and formed a consulting firm based in Los Angeles.
Ms. Steele said she wanted to join a start-up, and she believes that online video stands to significantly grow its share in 2009 as marketers tighten and re-evaluate marketing budgets.
"Now that there's the opportunity to get the scale that advertisers are looking for in online video, they will look to shift dollars there because it is more accountable and we can measure its impact," she said.
What she'll take on
Ms. Steele starts at Tremor Jan. 5, and will direct marketing for the firm, reporting to Chief Revenue Officer Randy Kilgore. Her job: to differentiate Tremor from the dozens of online-video companies and to land blue-chip advertisers with compelling research and ideas for branded entertainment. "She is well-known, well-liked and well-networked," Mr. Kilgore said.
Tremor places video ads on websites reaching 135 million unique views a month. It is fifth-largest in terms of online-video inventory, following YouTube, MySpace, Yahoo and MSN, according to ComScore's Video Metrix. In addition to its ad network and technology, Tremor produces and syndicates branded online-video entertainment.
Ms. Steele joined Coca-Cola in 2004 after stints at Atlanta-based online-marketing firm Macquarium and at Sapient.