Eyeview Adds Marketing, Development Execs

As part of a broader growth initiative planned for 2014, Eyeview is expected to announce several executive hires on Monday.

The video technology vendor has brought on Christina Calvaneso as senior vice president; Amit Mashiah as senior vice president of marketing; and Anthony Chen as vice president of product development.

The fresh talent is expected to help Eyeview improve its mobile services, including a personalized location-based mobile offering, Oren Harnevo, CEO of Eyeview, told Online Media Daily

“Next year we're also planning to create a personalized video solution for social, for customized video ads [on] Facebook, Twitter and LinkedIn,” he said.

Eyeview's technology already offers viewers personalized video experiences based on specific real-time data feeds, customizing ad creative for local weather conditions, geolocation, current deals and prices, demographics, and other user information.



Coming off a strong year, Eyeview has expanded from 20 to 50 full-time employees since July. Also, in the past 12 months, Eyeview says it has added more than 20 Fortune 500 customers across retail, automotive, travel, telecommunications, and QSR sectors.

Client acquisitions include Comcast, Lowe’s, Officemax, Expedia, Toyota, and Burger King.

Calvaneso will serve as the head of finance and will oversee all financial strategy and business operations. Calvaneso joins the Eyeview team from Criteo, where she led the North American Finance team.

As SVP of Marketing, Mashiah will oversee all marketing and communications including shaping company positioning, driving all thought leadership initiatives while helping to build the personalized video industry category. Mashiah was previously EVP of Client Accounts for McCann Erickson Israel.

Chen is tasked with defining Eyeview’s product and development strategy, while heading the company’s innovation initiatives. Chen has focused on ad personalization platforms throughout most of his online advertising career, starting at Yahoo, as product lead for Smart Ads.

Eyeview is also expected to open new corporate headquarters in New York City’s Union Square this week.

To maintain growth going forward, Harnevo said he and his team need to convince marketers to take their digital efforts more seriously. 

Currently, “90% of brand advertisers repurpose their TV ads for online,” he said. “Our biggest challenge is to convince marketers to stop repurposing those ads and start leveraging personalized video ads, made specifically for online.”

“By creating personalized ads, based on each viewer’s demographics, location and intent to purchase, marketers not only increase brand awareness, but also boost sales.”

“In many cases the right video ad still isn’t seen by the right viewer at the right time,” Harnevo added. “Our goal is to make sure brands are targeting their consumer with online video ads as effectively and accurately as possible.” 

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