Sightly Supports YWCA Chicago’s Until Justice Just Is Initiative with YouTube Ads

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Sightly Supports YWCA Chicago’s Until Justice Just Is Initiative with YouTube Ads

July 16, 2020

Company’s Pro Bono Campaign Drives Increased Awareness for Anti-Systemic Racism Effort

Sightly is running a month long digital video awareness campaign through YouTube in the Chicago market during July to support YWCA Metropolitan Chicago’s Until Justice Just Is initiative. 

According to Chandni Shah, Media Strategy Director at VSA Partners, YWCA Metropolitan Chicago’s agency, Until Justice Just Is introduces the organization’s new Racial Justice League, a powerful extension of its core mission to eliminate racism and empower women. 

Shah explained, “The Racial Justice League gives individuals and corporations actionable items for real change, and YWCA Chicago hopes it will radically reposition the conversation around corporations as mechanisms for social good.” 

“As ardent supporters of Black Lives Matter, we are proud to sponsor this campaign and help YWCA Chicago spread awareness of Until Justice Just Is and the Racial Justice League,” said Daniel Pineda, Sightly’s Chicago-area account executive. “Our company stands against systemic racism and appreciates the opportunity to contribute our services to support these causes.”

Sightly’s YouTube campaign features six-second bumper video ads for custom personas we created to reach people whose interests and affinities include social issues, advocacy for social justice and anti-racism, causes like Black Lives Matter, consumers of Chicago area media and nonprofit donors. See the full Until Justice Just Is video and take the pledge here.

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BSI Certifies Sightly’s Adam Smith as Brand Safety Officer

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BSI Certifies Sightly’s Adam Smith as Brand Safety Officer

July 15, 2020

Company’s Director of Analytics Earns Brand Safety Institute Certification

Sightly is pleased to announce the Brand Safety Institute has named Adam Smith, our director of analytics and data science, a Certified Brand Safety Officer after he successfully completed its extensive brand safety education program.

The program included ten modules covering topics ranging from Ad Fraud to Malware in the Digital Ad Supply Chain.

It was developed with the help of BSI’s Board of Advisors, which includes a number of industry leaders from organizations like IAB, NBC Universal, Horizon, GroupM, Dentsu, BofA and Adobe.

This increases Sightly’s access to key brand safety figures in the advertising industry, with whom we can share developments for feedback and guidance. Adam said, “This is a natural step for us. To date we have used machine learning, data science, and natural language processing to: 

  • Identify patterns of comment behavior indicative of unsafe content for kids
  • Classify YouTube videos as clean or unclean using description, tag, and comment data
  • Curate lists of brand suitable channels and videos for specific brand requirements, down to the keyword level
  • Flag content as likely aimed toward an under 18 audience
  • Determine what type of creator made a piece of content (influencer, brand, aggregator, etc)
  • Curate an evolving keyword exclusion list that reacts to media conversation trends, and
  • Develop a system to monitor, grow, and prune inclusion lists over time to take advantage of trends and the changing brand safety landscape.”

We’ve already integrated Adam in his new advisory capacity as our Brand Safety Officer into campaign workflows from pre sales planning through execution and optimization strategies. 

“Adam has brought immense value to our customers and partners,” said Ryan Vaspra, Sightly SVP, Media Strategy & Analytics, who oversees our Data Science function. “His growth over the past 16 months to become a company thought leader in data privacy, brand suitability and brand safety is a great achievement.” 

Brand safety and data science are closely aligned at Sightly, with advanced analytics and machine learning algorithms fueling the brand suitability and content intelligence systems we are developing and our ongoing innovation as a YouTube Measurement Program member.

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Supporting the #cancelcovid Movement through Connected TV

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Supporting the #cancelcovid Movement through Connected TV

July 10, 2020

Sightly Works With Allen & Gerritsen Boston on PSA Initiative

This week we launched a pro bono video advertising campaign on premium connected TV publishers in support the #cancelcovid movement.

CancelCovid [https://www.cancelcovid.org/] is a nonprofit organization set up to increase social awareness and help unintentional “silent spreaders” self-identify and self-isolate based on the key COVID-19 symptom of anosmia, the complete loss of sense of smell.

Derek Welch, VP Media at Allen & Gerritsen Boston, brought the awareness initiative to our attention and asked for our support. “With cases rising in more than 30 states we need to rally together to raise awareness among those spreading the virus, our younger cohorts.”

“We immediately jumped on the opportunity to contribute our services to this movement,” said Danielle Romano, Sightly’s Boston-based account executive. “We’re proud to sponsor this campaign and help raise awareness to reduce the spread of COVID-19 during this difficult time for many families and businesses.”

Sightly’s connected TV campaign featuring CancelCovid’s 18-second PSA video started July 8 and runs through July 19 on publishers like FuboTV, VUDU and OutsideTV. See screen shots from the PSA below.

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