Determined to better
differentiate itself in a crowded market, video ad network Tremor Media has tapped Shane Steele, former director of emerging media and online advertising for Coca-Cola, as its new vice president of
marketing.
Beginning Jan. 5, Steele will direct Tremor's marketing initiatives from its New York headquarters. Reporting to Tremor's chief revenue officer Randy Kilgore, Steele will
be expected to better differentiate the company from its myriad rivals, and establish closer ties with publishers, agencies and marketers.
"Tremor has the proprietary targeting technology, the
niche content partners, and more recently, the branded content syndication to set itself apart," Steele said. "The goal is to carve out a unique position for Tremor, and to develop relationships on
those terms."
What attracted Steele to Tremor, she said, was a solid industry reputation, along with the promise of online video to further impact the world of media and marketing.
"During
my time at Coca-Cola and as a consultant, I really saw online video as an area for growth," Steele said. "It's still hugely underleveraged in the industry, which presents lots of opportunities."
Since leaving Coca-Cola 12 months ago, Steele has headed up a Los Angeles-based consulting firm where she was able to work hands-on with various emerging media companies.
Blue-chip marketers
including Dell, Circuit City and American Express typically use Tremor to adapt their television spots for the Web.
According to comScore's Video Metrix, Tremor has the fifth-largest online video
inventory behind YouTube, MySpace, Yahoo and MSN. On a monthly basis, the company's network now accounts for about 135 million unique views.
Steele--who was with Coca-Cola for over three
years--eventually led online-marketing efforts for all of its U.S. brands, including Coke, Diet Coke and Coke Zero.
Tremor was not a client, according to Steele, but she did recommend the
company's services to a number of clients.
To date, Tremor has raised close to $20 million from Canaan Partners and Masthead Venture Partners, among other investors.