How to Optimize Your Super Bowl Campaign Spending

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How to Optimize Your Super Bowl Campaign Spending

January 30, 2019

Meet Sightly’s Ryan Vaspra in this expert Q&A

Ryan Vaspra, Sightly’s SVP of media strategy and analytics.

With Super Bowl LIII fast approaching, we chatted with Ryan about how advertisers can get the most bang for their buck during one of the most-watched television events of the year.

Q: Planning and executing the right Super Bowl ad campaign can be overwhelming. Where do you usually start with clients?
A: Yes, there is certainly a lot of noise and competition for consumer attention around the Super Bowl. The challenge really comes down to helping clients hit the most relevant subset of their audience in the most cost-effective way. This starts with establishing a clear desired outcome or objective, and then focus on optimizing for the metrics that will get you there.

Q: What are some of the best pieces of advice you can give to advertisers when it comes to Super Bowl campaigns?
A: I can’t emphasize the importance of optimization enough. This is true for all campaigns, but becomes especially important when you’re looking at a timeline of four hours for an event like the Super Bowl. Advertisers must be able to quickly hone in on the most responsive user segments, and further optimize the campaign toward the desired outcome. Figure out what’s working during the first half of the game, and adjust the line items of their campaign based on that data for the second half of the game. Don’t worry about CPM, focus rather on cost per reach or cost per lifted viewer. 

Q: Can you share an example of a Super Bowl campaign you’ve worked on that you’re especially proud of?
A: I’ll share an example from the work we did with Frank’s Red Hot during last year’s Super Bowl. The objective of the campaign was to increase brand awareness and purchase intent among their consumer base. Using Sightly’s proprietary People Centered Targeting, we identified, targeted and reached five custom designed target personas, of which we found women aged 44-54 to be an extremely responsive user segment. 

Q: What’s your role here at Sightly beyond helping clients optimize their Super Bowl spend?
A: Super Bowl campaigns are just a small microcosm of the work our media strategy and analytics team does here at Sightly. We are proud data nerds and constantly looking for ways in which we can help our clients’ campaigns be more successful. Experimenting with different ad formats and user segments, we can always get more targeted and more precise in our segmenting and reach. It’s this challenge that excites the team on a daily basis.

Q: What’s your all-time favorite Super Bowl ad campaign?
A: From just a pure branding experience, I would say the Budweiser frogs campaign that was the 1990’s equivalent of a meme that goes viral today. Everyone of all ages was speaking and acting like frogs for a few weeks. Back then, creating a workplace buzz was performance branding, today you’ve got to know which workplaces buzzed, what those people like and shop for and take them on your brands customer journey.

 

Want to learn more about exciting work Ryan is doing every day?

Feel free to drop us a line!

Sightly and Horizon Media Score Over 99 Percent in IAS YouTube Brand Safety Measurement Beta

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Sightly and Horizon Media Score Over 99 Percent in IAS YouTube Brand Safety Measurement Beta

January 15, 2019

Sightly, a leading performance video advertising and analytics platform, and Horizon Media, a global leader in the performance-driven application of data and marketing insights, today announced the results of a joint beta test using the newly released IAS YouTube Brand Safety and Suitability Solution. Sightly is the first third-party Google partner to use IAS YouTube Brand Safety beta, and achieved over 99% brand safety for participating clients of Horizon Media, the largest independent media agency. Together, this partnership between Sightly, Horizon Media, and IAS aims to empower media buyers by ensuring brand suitable environments on YouTube through which advertisers can reach only the most pertinent and applicable audiences.

“Brand suitability in the form of context and brand safety is paramount for our clients advertising on YouTube,” said Alex Stone, VP, Digital Investment, Horizon Media. “We need to ensure our clients that their advertising will only appear alongside brand suitable video content. In working with Sightly and IAS, our clients have increased assurance that their pre-roll video reaches the most interested viewers with the most relevant video ads, with further confidence in where these ads will appear.”

IAS YouTube Brand Safety and Suitability uses different variables available via the YouTube data API to determine if YouTube videos pass or fail based on brand safety and suitability standards set by the advertiser. The failed inventory is then categorized according to brand risk, such as Adult Content and Violence.

In this beta test with Horizon Media clients, Sightly selected the most conservative risk thresholds against all of the categories and achieved a brand safety pass rate of over 99%. By utilizing an extensive real-time blacklist, coupled with people-based targeting models, Sightly was able to find the desired target audience in the most relevant brand safe placements on YouTube and the Google Video Network.

“We have always believed that in order to solve big industry challenges all parties have to work together and this YouTube Brand Safety solution is the perfect example of that,” said Harmon Lyons, SVP of Global Business Development, IAS. “This solution not only helps protect brands for brand safety but gives advertisers the opportunity to be more selective in what types of videos fit their brand suitability needs.”

“We are thrilled to be the first Google third-party partner to pilot IAS YouTube Brand Safety, and even more thrilled with the results of the beta program with Horizon Media,” said Kristlyn Lyons, Director, Business Development and Partnerships, Sightly. “Achieving a brand safety pass rate of over 99% is a direct result of our focus on bringing the latest technology solutions to our clients that drive value and deliver better results.”

See original article here.

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