Observed Signal · May 23, 2025 · Interview · Source: Marketecture · Impact: 2/5 · Sentiment: Neutral
Hershey's Vinny Rinaldi on Adaptive CTV Creative
Vinny Rinaldi, Vice President of Media and Marketing Technology at The Hershey Company, discusses how creative storytelling is evolving in Connected TV (CTV) versus traditional television. He explains that data and technology enable personalized, interactive ad experiences that engage viewers without interrupting them. The conversation covers innovative ad formats, brand integration, and the role of adaptive creative at scale to enhance brand presence while delivering measurable impact. The discussion also highlights moving beyond mere impressions, balancing creativity with performance, and building seamless connections that drive conversions across screens. Takeaways include prioritizing distinctiveness over ubiquity, designing for moments that matter, and treating the hero spot as part of a broader system within an adaptive, data-driven creative ecosystem.
Industry relevance to AdTech/MarTech through CTV creative evolution and adaptive creative concepts.
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Key Takeaways & Evidence Grounding
- Vinny Rinaldi is Vice President of Media and Marketing Technology at The Hershey Company.
- The episode discusses the evolution of creative storytelling in Connected TV (CTV) versus traditional TV.
- Rinaldi emphasizes data and technology to create personalized, interactive advertising experiences.
- The conversation highlights adaptive creative at scale and a future of brand presence without interrupting viewer engagement.
- Takeaways include adaptive creative at scale, distinctiveness over ubiquity, and the hero spot as part of a broader system.
Connected Companies & Entities
1 Entity mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
From D2C to CTV: Reinventing TV Advertising
Marketecture Live features Nik Sharma, CEO of Sharma Brands, and James Borow, Comcast's VP of Product & Engineering, discussing how direct-to-consumer performance tactics are reshaping TV advertising. They describe a shift toward measurable, performance-driven TV, real-time measurement, and the convergence of walled gardens with open web ecosystems, driven by Universal Ads that aim to make TV as data-driven as social platforms. The conversation covers creative testing, AI-enabled production workflows, and the need for marketers to unlearn legacy TV norms to thrive in connected TV. Takeaways emphasize lower production barriers, TV amplification of social campaigns, and the rise of incrementality and third-party measurement over first-party trust. The future of TV advertising is seen as accessible, automated, and integrated with digital platforms, with CMOs balancing creativity and data literacy.
The Hershey Company Names Dave Hulays Chief Financial Officer
The Hershey Company announced the appointment of Dave Hulays as Chief Financial Officer, effective September 2, 2026. This executive leadership change is a significant corporate announcement.
8-K Financial Filing Analysis for The Hershey Company (2026-09-02)
On September 2, 2026, The Hershey Company announced the promotion and appointment of Dave Hulays as Senior Vice President, Chief Financial Officer, succeeding Steven E. Voskuil. Mr. Hulays, a veteran with the company since 2012 who most recently served as Senior Vice President, Finance, will oversee global finance operations as principal financial officer. Mr. Voskuil transitioned to the role of Senior Vice President, Strategic Projects, where he will support key initiatives and facilitate the CFO handover until his retirement in Q1 2027. Under his offer letter, Mr. Hulays will receive an annual base salary of $725,000, target annual incentive compensation of 100% of base salary, and a target long-term incentive award of $2,000,000.
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