Born: Beth grew up in Hales Corners, Wisconsin- USA.
Worked in: Beth’s work on behalf of The Pool has taken her across the United States and the world. She’s has worked side-by-side with colleagues in London, Beijing and Shanghai to help launch The Pool in their respective markets and to present the Pool process and findings internationally.
Name an innovative idea or business solution for which you are most proud. As a member of The Pool, VivaKi’s ongoing research effort working to find tomorrow’s engagement models across emerging media platforms, Beth lead two major global research initiatives focused on online video. She corralled the industry’s top pioneers and leaders in the online video space to help find an ad model that was optimal for advertisers, publishers and consumers. The result was ASq—the ad selector done smart.
ASq is an online video advertising model that gives viewers the opportunity to select the most relevant ad to them from choices that appear in an easy-to-view single or multi-advertiser slate. Prior to the on-set of video, users are presented with options and are given up to 10 seconds to choose the ad that is most applicable to them; if no ad is selected, one will automatically begin playing.
ASq has proven itself to be the optimal ad model in six different studies spanning five countries. In those studies, a total of 388 different executions have been tested with 278 million consumers over 19 million hours, with ASq consistently outperforming the other models, including the pre-roll benchmark by over 300% in attitudinal and behavioral metrics.
ASq is now live in market and available to all advertisers and publishers. Fourteen publishers, including CBS, MSNBC, AOL, NBCU, and Hulu, are currently selling ASq, and all of the four big media holding companies have bought the ASq. In the 20 months since launch, ASq has generated more than 475 million ASq impressions across 202 campaigns from 40 advertisers.
Why do people see you as an innovator? Beth has been entrenched in advanced cross-platform media and innovation for over eight years. In her current role, she serves as product manager for ASq, working with agency and client teams to help maximize their campaigns through usage of the platform. Beth also oversees operations for VivaKi’s The Pool. For the first two research studies, or lanes, of The Pool, she brought in over 60 major companies to participate in these research studies and served as the key contact for all parties; she handled everything from event sponsorship coordination for a launch event in NYC during Advertising Week to final negotiations with the countless partners who were lining up to start leveraging the new model. She also greatly contributed to the writing and development of two research books dedicated to The Pool’s findings.
Thanks to Beth’s creation of “The Pool Toolkit,” The Pool has expanded globally, and to date, there have been 13 different lanes in seven countries. Beth developed an ownable approach for flawlessly executing a Pool lane from sales through industry release. She then documented this in an organized manner and shared it with her global partners who used the toolkit to successfully execute their own lanes.
What is the biggest challenge you face in applying innovative thinking to international projects? According to Beth, the biggest challenge to working on international projects is “knowing the hurdles.” Beth observes that individuals have to pay careful attention to whether an international peer or organization is objecting to an issue because of personal or cultural reasons. People working across borders need to have a solid understanding of the differences between markets and what factors are likely to influence decisions.
Dictionary definitions aside, how would you characterize innovation in the work you do? The Pool is innovation. Beth and the other members of The Pool are consistently challenging decades-old advertising models—and thus the way the industry has worked—in pursuit of new, more effective models. But people are creatures of habit, and change is hard. Innovation is hard. Beth inspired over 60 major companies such as P&G, YouTube, CBS Interactive, NBC Universal, Mars, Kraft Foods, AOL and more to engage with The Pool for its first two lanes. Lane 1 of The Pool had 13 total participants. After word had spread about Beth and her team’s powerful proposition of The Pool, she signed on 23 participants in the next lane, demonstrating her leadership and the trust each of these participants had in Beth’s ability to guide them through the process.
Any other interesting aspects to your international background? Beth is an avid international traveler, having visited 31 countries since the age of 16. Beth’s first trip, to Ireland, was planned by Beth as part of a creative writing assignment for school. While it was originally only designed to be a class project, Beth’s family made the trip a reality after finding a great deal from Aer Lingus at Irish Fest in Milwaukee, Wisconsin. She’s been to Ireland seven times since that initial visit.
When asked to single out her favorite trip, Beth noted “that’s such a hard question because I love them all. I love traveling in the fall. There are less tourists and the fall colors are so beautiful. I love admiring nature and experiencing culture with the locals. My favorite memories are of the people I have met across the globe. One that stands out is when we, by chance, drove past the small country home featured a National Geographic Traveler article on Hallstadt, Austria. I saw an old man working outside and gave him the magazine. He had no idea his home was featured. Even though we didn’t speak the same language, we shared such a special moment: he was so touched he started crying. ”
Any internationalist trivia about yourself? Beth has a passion for cooking and baking, one that started early on. In between volleyball and dance classes, Beth would regularly watch cooking shows on PBS and cook dinner for her family. Growing up, she regularly asked for kitchen supplies for her birthday and this love earned her an award for her apple pie at the Wisconsin State Fair when she was 13. Her passion continues as she travels. She took a cooking class in Yangshuo, China, which involved learning about local foods at the town market and has taken multiple tours of local kitchens throughout her travels. Beth loves to learn about and sample the local cuisines, understanding each culture’s specialties and the histories behind each food’s influences.
With a name like Doyle, she knows her dad’s father’s family is from Ireland. According to her family history, her great-grandfather was born on “the boat over from the old sod.” Her mother’s side is another story. Because of border changes and a potential name change at Ellis Island, a quarter of her heritage is unknown. As she roams Eastern Europe, she keeps an eye out for any form of her mother’s maiden name, trying to solve the mystery.