Jennifer Kasper

Macy's, which traditionally kicks off the U.S. holiday shopping season with a nationally televised parade in Manhattan, will join a handful of other companies this year parading its ads on Facebook's fledgling video feeds. As the social media platform slowly rolls out its premium video offerings to advertisers, Macy's will launch its online video ads Thursday. "As we were anticipating Black Friday, we wanted to take a look at how the product evolved and try to figure out how to distribute our video in a balanced way," said Jennifer Kasper, Macy's group vice president for digital media and multicultural marketing.

Social paid advertising and real-time marketing are changing the way retailers strategize their campaigns. Jennifer Kasper, group vice president of digital, new media and multicultural marketing at Macy's, spoke with eMarketer's Rimma Kats about how the retailer is approaching social media, as well as the key role Pinterest will play in its 2014 efforts.