Video ad platform provider AdGenesis Digital On Tuesday named Michael Kelley to the newly created position of Chief Marketing Officer.
A longtime Partner of Pricewaterhouse-Coopers's digital media practice, Kelley describes AdGenesis as "a new economy play that puts a network of consumers front and center as well as alters the notion of traditional advertising."
Founded just last year, AdGenesis has been quickly adding executive talent, while collecting brand-centric member-provided data through sister company Beezag. Last month, AdGenesis brought on Jeremy Sterns as its new chief technical officer.
From some 10,000 beta users, Beezag has secured over 200,000 opt-in data points that are made available in the aggregate to its advertisers to inform, alter or improve their marketing messages.
In addition to AdGenesis, Kelley will continue to run his own venture, Unconventional Partners (along with Mark Berryhill), which specializes in developing content and 360 consumer experiences for brands, activation strategies in mobile, digital and portable media and working with innovative new start-ups, such as AdGenesis, in the advertising sector.
Last month, AdGenesis debuted it video ad platform that rewards consumers for watching ads with various deals and incentives. The white-label platform, which functions across media platforms, rewards consumers with savings and other marketing offers for providing information about their buying habits and brand preferences, after watching video ads that are relevant to their "lifestyle preferences."
The AdGenesis platform can run on any Web site or mobile device, allowing members multiple access points across the Web and mobile ecosystem. Going forward, the company plans to scale through the mobile interfaces of distribution partners such as PriceGrabber, Stylequest and Home Shopping Network.
To date, AdGenesis Digital and Beezag have raised about $4 million from angel investors, including Michael Kassan, chairman and CEO of consulting firm MediaLink; Wenda Harris Millard, president and COO of MediaLink; and Gerry Byrne, former publisher of Variety and SVP of media and entertainment at Nielsen.