A Q&A with Rachael Galperin, Director of Media Strategy

BLOG

A Q&A with Rachael Galperin, Director of Media Strategy

March 20, 2019

The proliferation of channels, devices, formats and platforms have made reaching the right consumers with the right messages at the right time increasingly complex for today’s video advertisers.

Which is why it’s more important than ever to have an informed media strategy (and strategist) behind every campaign.

What’s the difference between a campaign that succeeds and one that falls flat? The answer is more nuanced than you might think. We asked Rachael Galperin, the director of media strategy here at Sightly, to share her expertise in the below Q&A.

Tell us about your role at Sightly.

My team works to come up with the strategic media approach that will help most clients achieve the desired outcome or outcomes of a specific campaign. In other words, determining which relevant messages will resonate best with the ideal consumers.

For example, we were working with one client that wanted to drive people in-store in order to learn more about a specific product offering. In order to achieve this outcome we’d need a strategic combination of different ad formats and campaign optimization features to work in tandem. We layered different contextual filters like people viewing sporting events vs. people viewing makeup tutorials with factors like search behavior and location. This allowed us to pinpoint consumers with relevant interests and in specific locations who were most likely to be interested in the client’s product offering. Once we found those customers, we were able to deliver messages that encouraged viewers to go in-store to learn more.

Additionally, my team also works on the analytical side, which means after the campaign has run, we look at the data to tell the story of our successes. To use the above example, we focus on where we drove the most in-store visits and what resonated best with the consumers to drive them to take action.

There are so many ways to segment audiences. Where do you start and have you found a specific attribute that tends to be especially effective in reaching a desired group of consumers?

I think being able to create strategies for clients that are looking for knowledgable partners to help guide and teach them in the video space allows us to utilize approaches that really showcase our true capabilities. A major point of differentiation for Sightly is that we’re able to target the people who are most likely to take interest in, and action on, an advertiser’s message at any given time with extreme precision. We are able to do this through our custom audience personas using Google’s first-party data segments that layers targeting information such as location, behavior, contextual targeting, search keywords and more, to reach an advertiser’s audience with the most relevant messages at the right times.

One of the more interesting things to me about Sightly upon joining was its location-based approach to segmenting and targeting. Drilling down into address and zip code variables really increases the relevancy of a message. Of course, this is most applicable for advertisers with a brick-and-mortar presence, but I think that as the number of ways we can slice and dice data for targeting multiplies, accurate location-based targeting will become increasingly important.

You mentioned the ability to create audience personas using Google’s first-party data segments layered with search keywords. Can you tell us more about that?

Absolutely. Another key aspect of my role at Sightly is understanding the latest product innovations coming out of Google for their video advertisers; how to use these new tools; and how they will work best for each client on an individual level.

One of the latest products we’ve tested is Custom Intent, which allows advertisers to incorporate a Google search keyword list into YouTube to retarget those individuals with videos. For example, let’s focus on a person who is actively searching Google for specific ingredients. If our client is a CPG that produces one of those ingredients, we’re able to target that user with a high-degree of certainty that our ad will be relevant to them, in that moment.

Lastly, what’s a fun fact that your colleagues might not know about you?

I love movies and I’m regularly quoting them in the office. A favorite of mine is Billy Madison. “So sorry to interrupt!”

©2019 Sightly All Rights Reserved

©2019 Sightly All Rights Reserved

COMPANY

 

FOLLOW US

Sightly Hires Media Industry Veteran Greg Garunov as SVP of Performance and Partner Strategy

NEWS

Sightly Hires Media Industry Veteran Greg Garunov as SVP of Performance and Partner Strategy

Leading video advertising platform continues to add top talent to executive bench as demand for performance digital video advertising grows

Sightly, a leading performance video advertising and analytics platform, has today announced the addition of media industry veteran Greg Garunov to its executive team in the position of Senior Vice President, Performance and Partner Strategy. In this newly created role, Garunov will lead business development, manage partnerships and champion customer needs. Garunov is the most recent of several new hires to join the growing Sightly team as demand for video advertising solutions continues to increase at a rapid pace.

“Over the next two years, spending on digital video advertising is estimated to grow by over $4.5 billion,” said Ralph Mack, Executive Chairman & Interim CEO, Sightly. “Greg’s industry knowledge and expertise at both a strategic and technical level will help Sightly to stay ahead of this massive growth and lead our clients in the most innovative ways to transact video ads, especially as new formats, devices and platforms continue to emerge.”

Prior to joining Sightly, Garunov served as VP of Digital Strategy and Investment at Horizon Media, a long-term Sightly client. Prior to Horizon Media, Garunov was an Associate Director at Starcom, and built his over ten-year career at various media planning and advertising agencies.

“As a client of Sightly’s, I was always impressed with the team’s commitment to quality, performance, and results,” said Garunov. “At a time of unprecedented growth opportunity for digital video, I’m excited to join the team and further cement our reputation as the leading video advertising platform in the industry.”

“We are thrilled to welcome Greg to the Sightly team,” said Adam Katz, SVP, Sales, Sightly. “As a client of mine at Horizon Media, I appreciated his understanding of managing innovation with client expectation, and utilizing the correct ways to drive optimal performance at scale through collaboration. He is a great addition to the company and will drive real value for our clients.”

To read the original article, click here.

READY TO TAKE YOUR VIDEO MARKETING TO THE NEXT LEVEL?

So are we!

©2019 Sightly All Rights Reserved

©2019 Sightly All Rights Reserved

COMPANY

 

FOLLOW US

Greg Garunov joins Sightly as Senior Vice President, Performance and Partner Strategy

NEWS

Greg Garunov joins Sightly as Senior Vice President, Performance and Partner Strategy

February 1, 2019 – The MTA News Desk

Sightly, a performance video advertising and analytics platform has announced the addition of Greg Garunov to its executive team in the position of Senior Vice President, Performance and Partner Strategy. In this newly created role, Garunov will lead business development, manage partnerships and champion customer needs. Garunov is the most recent of several new hires to join the growing Sightly team as demand for video advertising solutions continues to increase at a rapid pace.

“Over the next two years, spending on digital video advertising is estimated to grow by over $4.5 billion,” said Ralph Mack, Executive Chairman & Interim CEO, Sightly. “Greg’s industry knowledge at both a strategic and technical level will help Sightly to stay ahead of this growth and lead our clients in the most innovative ways to transact video ads, especially as new formats, devices and platforms continue to emerge.”

Prior to joining Sightly, Garunov served as VP of Digital Strategy and Investment at Horizon Media, a long-term Sightly client. Prior to Horizon Media, Garunov was an Associate Director at Starcom, and built his over ten-year career at various media planning and advertising agencies.

“At a time of unprecedented growth opportunity for digital video, I’m excited to join the team and further cement our reputation as the video advertising platform in the industry.” Said Garunov. “We are thrilled to welcome Greg to the Sightly team,” said Adam Katz, SVP, Sales, Sightly. “As a client of mine at Horizon Media, I appreciated his understanding of managing innovation with client expectation and utilizing the correct ways to drive optimal performance at scale through collaboration. He is a great addition to the company and will drive real value for our clients.”

See original article here.

READY TO TAKE YOUR VIDEO MARKETING TO THE NEXT LEVEL?

So are we!

©2019 Sightly All Rights Reserved

How to Optimize Your Super Bowl Campaign Spending

BLOG

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!

©2019 Sightly All Rights Reserved

©2019 Sightly All Rights Reserved

COMPANY

 

FOLLOW US

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

NEWS

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.

READY TO TAKE YOUR VIDEO MARKETING TO THE NEXT LEVEL?

So are we!

©2019 Sightly All Rights Reserved

©2019 Sightly All Rights Reserved

COMPANY

 

FOLLOW US