In his keynote interview at the recent Video Ad Summit, Charlie Chappell, Hershey’s head of global integrated media, shared lots of great insights on how the company is adapting to the fast-changing video landscape. Interviewed by MediaLink’s Matt Spiegel, Charlie explained that until just a few years ago, Hershey’s spend virtually all of its ad dollars on TV, but now it is diversifying to capitalize on new opportunities.

Charlie talks about how reach is still the most important objective and ROI is measured by actual product sales. But that metric isn’t fully formed yet for many digital outlets, so the company is improvising, for now, how to measure success with video and social platforms as it moves beyond basic age and gender.

Importantly, Charlie discusses the impact of video and social on the company’s brand leaders and how the company is organizing itself to succeed. Charlie also describes how creative isn’t optimized solely for TV ads any longer, but needs to work across all platforms.

These are just a few of the highlights of the wide-ranging interview. Watch the interview (32 minutes, 15 seconds) for lots more.