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!

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?

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.

When QSRs Put Location and Video on the Menu, Diners Drive In

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When QSRs Put Location and Video on the Menu, Diners Drive In

October 31, 2017

Whether they’re locals or tourists, hungry diners are going to pull out their mobile phones to find the nearest place to eat. These in-the-moment decisions are critical for quick service restaurants (QSRs), which often face high competition even within a mile or two of highway. 

To entice customers into their stores, QSR advertisers need to stand out from the competition. That’s hard to do, however, if the brand doesn’t show up in mobile search results or its advertising isn’t eye-catching. Optimizing your marketing for both mobile and local results is a key ingredient for attracting new customers. But another ingredient is just as important: Online video ads can motivate hungry diners to walk through your door.

Location Must be Part of the Advertising Plan

mobile-searches-2.jpgHow much does location matter for attracting new diners? First, it’s important to realize that nearly one-third of all mobile searches are related to location, according to Google. And those searching for restaurants? Google also says that restaurant-related searches overall grew by double digits over the past 2 years.

However, those same restaurant-related searches that include a zip code have declined more than 30% over the same period. Since location requests are no longer specific, advertisers need to consider a viewer’s contextual preference so they can be certain to deliver a video ad at the moment of decision.

Tip: Incorporate adaptive location, time and moment targeting to your strategic market plan. All marketers know what product they are selling and who they want to visit and take action. Having the Who, When, Why, Where and What covered tactically drives actionable insights into what drives customers to visit.

Personalization Drives Sales

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Hungry diners also know their favorite foods and dining experiences. The more advertisers understand these interests, the better they can deliver personalized content at just the right moment. Personalizing video ads not only attracts customers to your newest location, but also builds loyalty.

For QSRs, this combination of location, mobile and personalization is highly effective. According to Google, nearly two-thirds of smartphone users are more likely to purchase from companies whose mobile sites or apps customize information to their location.

Tip: Entice diners with personalized video ads based upon season, menu, meal-time, offer and location. Relevancy drives engagement, engagement drives action. 

  • Sightly saw a 600% increase in store visits during Summer 2017 for a cold beverage ad, as compared to snack, happy hour or general branding ads, when exposed during the hottest dayparts to only nearby store locations. 

 

Most Restaurants Have Yet to Embrace YouTube 

With over one billion users (that’s 1/3 of the internet!), YouTube offers amazing potential for QSRs, especially when you consider that more than half of YouTube views come from mobile devices. That makes it all the more surprising that few restaurants are taking advantage of the platform.

According to a survey by POS provider Toast, just 20% say they use it at all.

  • Sightly performed a content analysis across the top video platforms with content for the Restaurant Industry. YouTube has over 3 billion views in the past 3 years compared to Facebook at 1.1B with Instagram well behind at 106M video views.

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But, beware: This is likely to change rapidly. It seems the industry is catching on to the value of video ads. Toast also found that YouTube has the most growth potential, as 28% of restaurants reported their intention to start using this platform in 2017.

Tip: Get a jump on the competition with Sightly and YouTube Video Ads by supercharging your video advertising strategy with Micro-targeting, Ad Personalization and Adaptive Optimization. Like Search Advertising, it will take more than just being there.

For restaurant advertisers, every passing vehicle is an opportunity. Don’t leave these in-the-moment decisions to chance. Make sure your advertising plan has heaping portions of video ads optimized for mobile search and location, and personalized to your target customer’s preferences.

Financial Marketers Get Credit for Using Video

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Financial Marketers Get Credit for Using Video

January 16, 2017

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Financial services is famously cutthroat – and not just on the trading floor. The industry’s marketing teams are equally competitive. Just look at the spend: in the U.S. alone, advertisers in this sector spent $8.77 billion in 2016. That’s almost 20% more than the previous year, eMarketer says.

If you’re in the credit card business, this is old news. After all competition for credit-card signups is fierce, and finding an edge gets harder every day.

But here’s a tip financial services marketers can bank on: Focus on people first. The best way to boost signups in a challenging market is to understand exactly who your target audience is and what motivates them.

“eMarketer’s number one 2017 Video Advertising Best Practice is ‘Buy Audience First’,” Ryan Vaspra, Sightly’s SVP, Media Strategy likes to say. His advice: “Don’t buy cookie pools and don’t buy context. Buy your audience and use third-parties to validate your accuracy and reach. That’s what makes a successful campaign and it’s the best way to boost your impact.”

And there’s strong proof this works. Consider this: Nielsen’s 2016 Digital Ad Ratings targeting accuracy average for adults 25-54 is 59%, while Sightly averages a whopping 78%.

 “With a people-centered, audience-first buy, credit card brands can significantly optimize their targeting and truly connect with the people they want to reach.”

What else works? Ryan and the video ad experts at Sightly say credit card marketers can boost signups by following these video advertising best practices.

Target Offers with Personalized Video Ads

Knowing what motivates your ideal customer is critical. For 59% of U.S. consumers, rewards are a major selling point, TSYS found in its 2016 Consumer Payment Study. Another 30% say they’re attracted to the card brand, while 19% say the card’s alerts and mobile options are the deciding factor.

One way to guarantee you’re bringing the right card offer to the right consumer segment? Use predictive audience targeting. Don’t take our word for it: eMarketer’s #2 2017 Video Advertising Best Practice is “Refine Your Targeting.”

Performace Metrics In Action: A leading national card brand reached their consumers – by preference – 56% more accurately than ever before by applying Sightly’s People-Centered Targeting to their buy.

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Know Your Millennials 

People are most likely to sign up for a credit card during the holiday shopping season – a very tight window to attract new cardholders. That’s one of several not-so-surprising findings from a recent Yahoo analysis. Another not-so-shocking finding? The top target for credit-card marketers is Millennials, who make up about half of the applicant pool.

With every financial marketer targeting the same group at the same time, you really need a stand-out marketing strategy.

Video content around “credit cards” had 247 million views on YouTube alone during the past year, according to a Sightly analysis. That’s 60% of all video content across competing social networks! Cutting through this content with precise audience targeting is key for any brand seeking to connect with Millennials. 

Be Screen Agnostic 

Shopping, bill paying, applying for credit cards, research. It’s all happening on mobile devices, and if you don’t have a strong mobile strategy, you can find yourself at a disadvantage. Here’s a compelling proof point to underscore this need: 60% of American Express’s total mobile traffic was from video content in 2016, and mobile over-indexed by 31%. That’s what American Express marketing executive Trudie Newcomb told the crowd during her remarks at Mumbrella’s Marketing Summit in Sydney. We’re not sure what attendees will do with this information, but here’s our advice to you.

 Accurately reach consumers across their smartphones, tablets, laptops and connected TVs based upon their profile – not browsing cookies.

Performance Metrics In Actions: A national leading credit card brand achieved 67% more efficiency in their advertising investment by partnering with Sightly.

How to Convert Car Shoppers to Buyers with Video

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How to Convert Car Shoppers to Buyers with Video

September 18, 2017

Auto dealerships have a long tradition of being experts in nurturing prospective buyers. It’s a high-touch process, with face-to-face time between seller and buyer: the seller guides the process, and follows-up with the right ideas and offers. 

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Dealers bring those high-touch customer service traditions to the digital sphere by using search, social and advertising to contribute to their prospects’ data gathering – and drive that research to the front door or website of the dealership. Smart dealers understand that most shoppers arrive to their lot or online store knowledgeable and with a plan.

Online video – YouTube in particular – is key to nurturing those buyers. According to one study, almost half of consumers go to dealership websites as a result of watching online video, and 42% head straight for the inventory page. Here are some things to keep in mind when creating a video plan for your dealership.

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Auto buyers use video for research, so be there

According to the TNS Media Consumption Report, 69% of people who used YouTube while buying a car were influenced by it. A media plan that includes video is absolutely necessary – display, search and social alone will not go far enough.

TIP: Nurture with personalized video ads that speak to the target’s place in the sales funnel. 

Boosting video boosts everything

A strategic video plan has a ripple effect: it boosts search, increases views and subscribers to your channel, and it improves your overall website searchability. An investment in video is an investment in the entire marketing plan. And the industry is taking notice: according to eMarketer, video ads will account for 18% of the automotive industry’s digital spend in 2017.

TIP: When budgeting, consider not only your KPIs, but how the entire digital marketing ecosystem operates together and how efforts build.

Leverage your local power

Consumers are willing to travel further to purchase a car for the right reasons. For example, a 2012 study by AutoTrader revealed 45% of buyers live within a 10 mile radius of a dealership, and 20% live more than 30 miles away. “Local” can mean many different geographies – DMA, zip codes, or something else.

TIP: Know where the locals are who matter to you – and target them with personalized location info.

Video holds sway over auto decision making. But the key is to make those videos connect with the correct target audience. Performance video enables that connective tissue – fueling the front-end of the buy with precise audience targeting to ensure you capture the person at the proper time in their sales process, with the best message.