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

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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.”

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

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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.”

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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.”

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Thanksgiving Was the Best Day of ’18 to Reach Shoppers With Video

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Thanksgiving Was the Best Day of ’18 to Reach Shoppers With Video

December 11, 2018

People might shop on Black Friday, but they engage with ads the day before. Black Friday Eve—or, as some call it, Thanksgiving —was the best day of 2018 for advertisers to reach and engage with shoppers. That nugget comes from video ad platform Sightly, which created a report on Black Friday and Cyber Monday insights.

On Thanksgiving, video ads reached a peak number of consumers. Sightly found that 6.3 people out of 10 watched at least 15 seconds of videos ads that were viewable and had the sound on. That 6.3 figure is 32 percent higher than the average for the rest of 2018.

The entire holiday weekend was a win for video marketers. Between Black Friday and Cyber Monday, video ads got nearly 25 percent more attention than they did on other days, with nearly 6 out of ever 10 people watching.

With all that viewing, the actual cost per thousand impression that advertisers paid during the week was down this year, with prices reaching the $10 to $13 range. More people watched, so advertisers got more for their money.

“The data clearly indicates that consumers are in fact watching, paying attention, and taking action with video ads,” says Ryan Vaspra, senior vice president of media strategy and analytics at Sightly. “With over $20 billion in consumer spending at stake over Thanksgiving weekend alone, advertisers must be taking advantage of peak shopping days throughout the holiday season strategically.”

Viewer attention to ads dropped down on Cyber Monday, but visits to advertisers’ web sites went up. In fact, visits were up 20 percent compared to the day before Thanksgiving and up 10 percent compared to Sunday. So shoppers make their lists and look for deals starting on Thursday, but by Monday they’re ready to buy.

Sightly’s report isn’t available for download, and was created for internal marketing use.

This article originally appeared on OnlineVideo.net, here.

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Forbes – The Uses And Abuses Of Six-Second Ads

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Forbes – The Uses And Abuses Of Six-Second Ads

November 7, 2018

Six-second YouTube ads, also known as bumper ads, have proven to be an extremely effective advertising tool. Despite being a relatively new digital ad format, over the past year, six-second ads have jostled their way to the forefront of a crowded marketplace: Research from the Advertising Research Foundation (ARF) and TVision Insights found that these short-form ads capture 8% to 11% more attention per second than their longer (see: mid-roll, pre-roll) counterparts.

Bumper ads owe no small part of their effectiveness to the culture in which they thrive. We know that consumers are mercurial and easily distracted, thanks to the abundance of content, information and entertainment to which they have immediate, on-demand access via mobile devices.

We also know that consumers don’t suffer interruptions to their content or entertainment lightly. The rise of micro-content, from the way we ingest entertainment and interact with others (e.g., Instagram stories, Snapchat, etc.) to the way we find out what’s going on in the world (e.g., theSkimm), combined with consumers’ dwindling patience for interruptions to their digital experiences, has created the conditions for six-second ads to flourish.

How can brands make sure they’re getting the most out of short-form ads? Based on my own work with clients in implementing six-second ads within their YouTube campaigns, I’ve encountered some of the best practices by which to abide, as well as the pitfalls to avoid.

Do’s And Don’ts Of Six-Second Ads

1. Do understand the campaign goals that six-second ads are primarily designed to achieve: reach, branding, online visits and other “top-funnel” goals. Because these ads are short-form, pervasive on mobile, can’t be skipped and deliver great value (in the $6 to $12 cost per mille range and 88% to 92% completion rates, according to our year-to-date data), six-second ads are truly an additive ad format that offers campaign optimizations for the aforementioned goals.

2. Don’t forget to use six-second ads in tandem with longer-form adswithin a broader campaign. Given that six-second ads are ideal for driving brand reach, they can serve as compelling pieces of brand awareness to tease or support other long-form advertising content. However, different advertising formats will be more effective in achieving more down-funnel campaign goals, such as evaluation and purchase.

3. Do rely on visuals over text. Six seconds is not a long time. And it’s certainly not enough time to include all the elements traditionally included in a 30- or even 15-second spot. According to Think with Google, six-second ads that include a product shot see a higher lift in ad recall, as do bumper ads with “action packed creative” (as opposed to ads that rely too heavily on text).

4. Don’t be lazy about how you repurpose existing content to fit the six-second format. You can’t simply take a 15- or 30-second ad and carve out six seconds. Advertisers must approach six-second ads as their own format, optimizing toward their specific technical specifications, viewer preferences and copy length. You can communicate something unique and memorable in six seconds, so make sure you do.

5. Do remember to continually tweak, tune and optimize. Because six-second ads are so efficient in price and viewership, this format offers a low-risk method for optimizing a brand’s digital advertising portfolio. Testing 6-, 15- and 30-second ad spots every time a brand campaign is run gives the naturally and artificially intelligent optimizations a much better way to tune the campaign for performance-driven results.

Bumper ads are still relatively new, but I believe advertisers will continue to optimize and innovate within the six-second format. If you’re struggling with how to get started with six-second advertisements, here are some examples of other brands making the most of this latest format.

In today’s ever-changing media landscape, staying abreast of the latest tactic or platform is crucial to success, but the following credos will always apply: Know your brand, know your audience and execute with the medium in mind.

See the original article here.

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Video Advertisers Can Optimize Google Auction Model on Forbes

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Video Advertisers Can Optimize Google Auction Model on Forbes

September 10, 2018

By Ryan Vaspra

Ryan Vaspra is the Senior Vice President for Media Strategy and Analytics at Sightly, a performance-based video advertising platform.

Google advertising uses an auction model comprised of sealed bids, meaning that brands bidding on advertising inventory don’t know how much other brands have bid on that same inventory. This model also consists of a welfare payout from winners to losers, and a bidder matching component to ensure that participants feel the system is balanced, trustworthy and winnable. The objective of this economic dynamic is to encourage fairness and credibility while limiting unfair advantages in balance with a brand’s own profit yields.

Advertisers have many ways to win within this framework, provided they adapt performance models, not unlike how investment banks function in securities.

As the lead of media strategy and analytics for a video advertising platform that focuses on people-centered advertising, I’ve seen what works — and what doesn’t — in the Google marketplace.

Misconceptions About Online Video

Some conversion-focused marketers harbor reservations about video advertising rooted in search marketing and its emphasis on clicks. But an over-reliance on clicks as a metric misunderstands how viewers interact with videos. Whether objectives are reach, brand lift, actions or leads, know that clicks are truly a visitation metric.

For example, studies have shown that bumper ads, YouTube’s six-second ads, perform particularly well as part of a broader advertising campaign with 15- and 30-second ads. As part of these larger campaigns, bumper ads are effective brand awareness vehicles that improve the engagement of their 15- and 30-second counterparts.

The Continuing Growth Of Online Video

Google Marketplace is the world’s largest advertising marketplace, and Google is the world’s most used search engine, followed by YouTube, which is regularly launching new ad formats.

The opportunities in video advertising are staggering, particularly on YouTube. The video platform’s base of 1.8 billion users is massive and growing at a breakneck pace, almost twice as fast as Facebook. According to Zenith’s Online Video Forecasts 2018, “global consumers will spend an average of 67 minutes a day watching online video this year, up from 56 minutes last year.” More telling, however, is that number is expected to climb to 84 minutes a day, with markets like China, Russia and the UK topping out at 105, 102 and 101 minutes a day, respectively.

As YouTube content continues to grow exponentially, we’re now also seeing content creators extend the length of their videos to accommodate YouTube’s algorithm, which shows preference to more meaningful views. In other words, online video is not just growing; its growth is accelerating, with ad spend for online video predicted to grow 19% this year and 17% in 2020.

Optimize Or Opt Out

The opportunities and ROI for online video ads are there for the taking, but to benefit from them, especially from the YouTube model and marketplace, you must optimize. Online video optimization falls into two buckets: understanding the medium and understanding data.

Understanding The Medium

This means knowing the marketplace, its advertising formats and how consumers are interacting with these formats.

For example, I mentioned above how impactful bumper ads can be, especially in tandem with longer advertising formats (15- and 30-second videos, specifically). The same source showed that 15-second ads performed best among these three formats when not in conjunction with another format.

However, there is no format or length combination that is categorically most effective every time. The tools you employ depend on your campaign’s objectives each and every time you are active. For example, a bumper ad isn’t intrinsically more effective than other ad formats, but it can be very effective in the scenario outlined above.

Another consideration is the fact that skippable ads, such as TrueView ads, can improve efficiencies and offer additional opportunities to optimize.

Skippable ads give viewers more opportunities to customize their advertising experience, which, in turn, provides advertisers with more data on consumer preferences and behaviors. The more viewers can customize their experience (even if this means skipping an ad), the more advertisers can tailor the messages in ways that will resonate.

For example, at Sightly, we are observing that for the first time ever, longer ads are performing better than shorter ads: 15-second ads are averaging close to 40% viewer completion rate, and 50% of viewers are not skipping 30-second ads.

How these different ad formats are utilized, then, depends on budget, objectives of the campaign, and taking into account how and when they perform best. Different tools boast different strengths in different contexts.

Understanding Data

The second element of optimization refers to the data. Thanks in no small part to GDPR, the industry is quickly moving toward high-quality, first-party data, something that will inherently improve the quality of views.

Whether or not you’re subject to GDPR, brands should perform data cleanses to make sure their databases are up to date. It can be difficult to see your database dwindle, but the engagement with your audience will certainly rise if you’ve taken pains to ensure that your subscribers have expressly opted in to give persona, demographic and psychographic profile information.

Optimization boils down to understanding the science behind your data. Simply put, you optimize based on your campaign objectives and audience. Keep your publishers, ad formats, ad targeting, devices, time series and creatives as the flexible components of your optimization plan. The more those can compete against your key performance indicators, the better performance you will yield over time.

The era of cookie-based, third-party data being resold without due diligence is over. This is the era of people-based marketing, whereby those who capture data properly, target meticulously and give their audience what they actually want will come out on top.

Find the article here.

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