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

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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!”

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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!

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The Low Down on Google Innovations

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The Low Down on Google Innovations

December 20, 2018

Meet Sightly’s Kristlyn Lyons in this expert Q&A

We sat down with Kristlyn Lyons, our in-house expert on everything related to the latest and greatest coming out of Google for video advertisers.

This is what she had to say:

Q: What is your role here at Sightly?

A: My official title is Director of Business Development and Partnerships. As part of that, I work very closely with our partners at Google to understand their latest offerings in video advertising for our clients, and then in turn, help our clients strategically implement these new capabilities.

Q: Can you explain what it means for Sightly to be a Premier Google Partner, and how this fits into your work?

A: As pioneers in digital video advertising, we are often first to market when it comes to testing Google’s new products. As such, we’ve made it our goal to be the experts and go-to educational resource for any video advertiser on YouTube that wants to understand and strategically implement these innovations. This knowledge sharing (internally and externally) is a large part of my role at Sightly, which requires staying ahead in order to bring new Google products to clients in a strategic way.

Q: What’s a recent innovation or project that you’re proud of?

A: We recently completed a beta using the newly developed Integral Ad Science/YouTube Brand Safety solution with our clients at Horizon Media. We were the first Google partner to pilot this technology, and received a nearly perfect brand safety score as verified by IAS. At a time when brand safety is paramount to all brands using video advertising. This was an accomplishment of which the team was quite proud and the client extremely pleased. We are looking forward to releasing more information about this in the New Year.

Q: What excites you about working at Sightly?

A: Our ability to innovate and push the envelope on behalf of our customers is something that keeps each day exciting. It also helps when you work alongside a group as fun and bright as the Sightly team!

Want to learn more about Sightly and our team? Feel free to drop us a line!

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The Sightly family is growing and we couldn’t be happier.

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The Sightly Family is Growing and We Couldn’t be Happier.

November 08, 2018

As you may have heard, we’ve done some growing this year. As in, “opened two new office locations and welcomed nine new team members” growing. But we’re not quite done yet for 2018. 

 

We’re thrilled to announce that the Sightly fam is continuing to grow with the addition of two new team members in New York and one new team member in Chicago. 

 

What do you say we get to know them a bit better?


 

Greg Garunov, SVP, Performance and Partner Strategy (New York)

 

Greg joins Sightly after spending over a decade on the agency side working on a variety of client verticals and media disciplines. He has experience in brand strategy, multi-channel media investment, measurement and analytics, and operations across multiple industries.

 

Fun Fact: Greg was once on TV as a character witness on Judge Judy.

 


 

Kristen Kohler, Account Executive (Chicago)

 

Kristen joins Sightly’s newly opened Chicago location serving as an Account Executive. She started her sales career at Discovery Communications, and has spent the past five years at Scripps Network as a Sales Planner, where she mastered her craft and established solid relationships across the Midwest market.
Fun Fact: Kristen ran the Chicago marathon in 2016 (color us impressed!)

 

Sounds like a pretty powerhouse line up, right? We think so too.

 

Welcome Jeff, Greg and Kristen!

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Three Recent Google Stats You Need to Know…

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Three Recent Google Stats You Need to Know…

June 01, 2018

Several weeks ago, Google hosted their big Brandcast event. And by all accounts it was an epic event. From celebrities and bands to some bold and exciting new products, the YouTube team laid out a stellar forecast for 2018. There are a couple stand out stats from that event:  

#1. 1.8 Billion logged in users each month watch more than 150 million hours of YouTube on TV screens every day.

WOW! TV screens represent new opportunities for YouTube advertisers. 50% of US 18-to-49-year-olds are “light TV” viewers, but 90% of this group uses YouTube, according to a recent Nielsen study. Google has added tools that specifically support GoogleTV advertisers. For instance, AdWords will now be available to better target audience segments. And in this case, advertisers will be able to leverage an audience segment of “light tv viewers,” a population that has been somewhat elusive for advertisers…until now.

Television and video viewing has clearly evolved. TV is no longer just about a time period and the living room. The viewing has become more about the content and less about the timing of a program or the device that it is watched upon. This change has been impacting how advertisers reach audiences. Now it is time for audience targeting to fully catch up.  When advertisers focus on what we call “People-Centered Targeting™” they can go well beyond a demographic-focus to deliver a more relevant experience.

This is exciting news for us at Sightly, we know how to target by audience locally and how to create personalized experiences. The consumer expects relevance and it is time to deliver. 

#2. Over 70% of YouTube Campaigns Drove Lift in Sales

Google has been working with Nielsen Catalina Solutions (NCS) to look at the offline sales of products. The question at hand: how effective is YouTube advertising at moving products off the shelves. The answer thus far has been VERY.  So much so, that Kellogg now spends 60% to 70% of its overall marketing budget on digital with a large portion of that going to YouTube. We are going to keep our eye on this new Brand Lift measurement as it evolves. 

Sightly has some vertical specific performance stats, if you are interested check out our performance case studies

#3. YouTube’s daily viewing was up 29% in the month of April according Nielsen’s Digital Content Ratings   

While this growth stat didn’t come from the Brandcast event, it is an impressive growth rate. And according to recent research by Pew, 85% of teens use Youtube. If you are an advertiser not considering YouTube as a part of your media mix what are you waiting for?

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Take Me on a Journey: Achieving Customer Lifetime Value

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Take Me on a Journey: Achieving Customer Lifetime Value

May 29, 2018

BY: RYAN VASPRA, SVP MEDIA STRATEGY & ANALYTICS, SIGHTLY

Noodle on this: of the Fortune 500 companies in 1955, only 60 are still here.

Of course, times change, but it’s still a bit shocking. If this stat says anything about brands, it’s that staying ahead of the curve and pivoting strategies is absolutely vital to remaining relevant.

An amazing product that constantly meets the needs and exceeds the expectations of consumers is the primary driver for longevity for any consumer brand. But without the right people receiving a relevant message or offer at the moments that matter, even traditionally successful brands may get lost in the multi-screen clutter consumers face everyday. This includes wasting advertising spend on consumers who already purchased your product.

Today, it’s all about buying the outcome and driving the actions of the consumer. But there are ways we can do this better. How? By focusing on a customer’s “lifetime value.”

We’re going to see utilization of data that grows between the brand and the consumer, and the type of personalization that makes the consumer stay with that brand through their product lifecycle. What do I mean? If I buy an Apple watch, I don’t want to see another advertisement for that same Apple watch again. Show me ads to buy different bands for the watch, or show me ads for a different Apple product. When the next Apple watch is out, let me know. In other words, take me on a journey.

It’s about having that journey mapped out for the customer. The data to do this is here, whether it’s prediction or prescription, it’s available and waiting. However, there are hurdles to get to this next phase of digital advertising and measurement continues to be the biggest challenge. Today, quality is the hot measurement topic – think viewability – but you need to go further down the pipe than that. It’s ultimately about outcomes. Viewability plays a role, but in the end, performance is the ultimate metric – how many times did your customer transact with you over time?

What I’m sure many of the remaining 60 companies from 1955’s Fortune 500 list can tell you is while it’s important to stay ahead of the technological and strategic curves, success still comes down to the same unifying principles, as evidenced in the book, Be Like Amazon. Amazon’s unifying business principles include customer centricity; continuous optimization; culture of innovation; and corporate agility.

All four principles are incredibly important, especially the de facto number one, customer centricity, but corporate agility will also be key to finding future success in the adoption of customer lifetime value focused advertising.
To remain agile, your marketing cannot rely on static, outdated measurement models of just delivering the media, or ensuring its quality. Consumers are agile, and your advertising needs to be too to ensure you are branding, reaching, engaging, converting and creating advocates over the entire customer lifecycle.

Applying this outcome based approach within a longer-term vision of performance and success beyond clicks and leads lets advertisers and their marketing partners continue to learn, adapt and discover more about their market, their customer and what keeps those customers loyal for the long haul.

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