Brands and Agencies Achieve True Future-Forward Marketing With Sightly’s New Brand Mentality™ Platform

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Brands and Agencies Achieve True Future-Forward Marketing With Sightly’s New Brand Mentality™ Platform

March 5, 2021

First-of-Its-Kind Solution Anticipates Threats and Opportunities and Responds With Speed at Scale

Brand mentality and the future-forward marketing revolution

NEW YORK, Mar. 5, 2021 /PRNewswire/ – Sightly, a leading marketing and media technology company, today announced the launch of its Brand Mentality™ platform, which combines emotional and cultural intelligence to empower brands and agencies to anticipate threats and opportunities and respond moment-by-moment in market at speed and scale across multiple publishers and contexts.

“We’ve been dealing with brand suitability and safety for years now,” said Sightly Chief Revenue Officer and General Manager, Adam Katz. “And with everything going on in the world today, we realized that you have to establish a

mentality before you can truly deal with suitability and safety. There are too many gray areas. You have to know how you want to act in market before you can determine what is suitable and safe. Then you can move with speed to drive outcomes and respond to events that are happening in real time.”

Because each mentality is unique, one brand’s risk is often another brand’s opportunity. Brand Mentality™ is built to transcend the typical one-size-fits-all approach. Instead, it responds dynamically to events and trends for each unique client, nimbly scaling responses across all appropriate digital publishers, networks and channels.

By helping a brand define its unique mentality, Sightly is able to identify emerging opportunities as well as threats from the constant barrage of news, reactions, viral events and trends—and then inject the brand’s true opinions across media and marketing channels. Massive amounts of data gathered from social, traditional and popular media provide an unparalleled depth of cultural and emotional intelligence.

“You can’t overlook the importance of speed now that virality has become a major factor,” said Marissa Price, SVP of Client Services at Sightly. “In my experience working with many brands over the years at both media agencies and solutions providers, trending topics have never gained traction as quickly as they do now. Opportunities come and go in a matter of days. With Brand Mentality™, we can help brands jump into cultural moments when it’s right, and gracefully sidestep them when it’s not.”

social listening

The accelerated pace of change has seriously compressed marketing calendars. eMarketer reported late last year that many U.S. agencies and brand marketers had cut the media planning time in half from pre-pandemic levels. One Sightly customer, a major CPG company, echoed this sentiment saying, “Brand Mentality™ has opened our eyes to the reality of media planning today. We need to prepare for all the crazy things happening in the world.”

“From the beginning, Sightly has innovated to accommodate customer needs,” said Ralph Mack, CEO. “It’s a credit to our team that we recognized the extraordinary problems affecting marketers in the past year, seized the opportunity and innovated a first-of-its-kind, next-generation platform. That’s the Sightly way. It’s a game-changing solution and our customers couldn’t be more thrilled.”

For more information on Sightly’s Brand Mentality™ platform, listen to our recent discussion on eMarketer’s popular “Behind the Numbers” podcast, Brand Mentality™ and the future-forward marketing revolution.

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Sightly Announces Tech Industry Veteran Stefan Papp as CTO to Accelerate Technological Growth

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Sightly Announces Tech Industry Veteran Stefan Papp as CTO
to Accelerate Technological Growth

February 11, 2021

Former Deloitte Digital and Blab Exec to Drive Brand Mentality™ Expansion

Brand Mentality™ anticipate the unexpected

NEW YORKFeb. 1, 2021 /PRNewswire/ –Sightly, a leading media services and technology company, today announced the appointment of 30-year tech industry veteran Stefan Papp as Chief Technology Officer to lead growth of the company’s technology and innovative Brand Mentality™ solution. Papp joins Sightly’s executive team with a wealth of tech and business experience.

Papp will lead the vision and strategy for Sightly technology, closely collaborating with business units to craft advanced systems and architecture that facilitate and drive the company’s objectives, especially the rapid expansion of its disruptive Brand Mentality™ platform.

“Marketers rely on us for our data, speed and solutions to expertly react and drive business outcomes reliably and expediently, given the warp speed of today’s world,” said Ralph Mack, Sightly CEO. “As an organization, we’re in an exciting place of innovation and growth right now. Stefan’s extensive experience with real-time analytics at a big-data scale will be a crucial part of our success as we spread Brand Mentality™ throughout the market to broad industry adoption.”

Sightly’s Brand Mentality™ platform combines emotional and social intelligence with Anticipation Software™ to respond moment to moment with true future-forward marketing.

“In today’s turbulent world where information and events happen at an unprecedented pace, Sightly’s technology is fundamentally transforming the way that marketers react and plan,” said Papp. “Our Brand Mentality™ methodology taps into the fire-hose of public discourse, leveraging advanced technologies, to provide brands with the unique and extremely necessary capability to act on real-time insights at speed, while trends still resonate.”

Papp joins Sightly after serving as the senior vice president of advertising technology for Deloitte Digital. Previously, he was the CTO at the pioneering predictive social intelligence platform, Blab. He also held leadership positions at technology companies including AdReady, Intelligent Effects and Solutions IQ.

rapid changes met with speed

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Will 2021 Be The Year Of YouTube CTV Advertising?

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Will 2021 Be The Year Of YouTube CTV Advertising?

February 4, 2021

eMarketer/Insider Intelligence’s Latest US YouTube Advertising Analyst Report Provides a Deep Dive and Answers

Couple watching YouTube on TV

NEW YORKFeb. 4, 2021 /PRNewswire/ – Marketers looking either to extend the reach of TV campaigns across digital video or simply leverage the pandemic-accelerated shift of digital video viewing to connected TV (CTV) screens are finding likely solutions in eMarketer/Insider Intelligence’s most recent “US YouTube Advertising 2020” report and forecast.

From now through March, Sightly, a long-time certified YouTube and Premier Google Premier Partner, and one of only 11 members of the YouTube Measurement Program, is sponsoring the report so all marketers can access the $895 report for free.

The report highlights YouTube’s position as both the most-used digital video platform in the US and the single biggest source of supply in the US for CTV advertising.

It also provides an in-depth look at the shift in YouTube viewership to CTV during 2020. This shift has major implications for outcome-focused marketers looking to extend the reach of TV campaigns or follow their digital video audiences to the so-called “first” screen. 

Key Findings and Take-Aways

  • During 2020, 95.4% of US OTT video viewers watched YouTube at least monthly, surpassing even Netflix (74.9%).
  • In 2020, more than 104 million US households– nearly 81% –had connected TV. This represents an 82% increase from 2016.
  • When people watch YouTube on CTV screens, viewing session lengths are longer compared with other devices. In Q3 2020, YouTube view time on CTV was 7.3 minutes vs. 3.6 minutes on mobile and 5.7 minutes on desktop.

The key implication of the report is the accelerated growth of YouTube viewership on CTV screens opens up an enormous opportunity for both TV and digital video advertisers via the platform and its variety of ad formats that cater to a multitude of campaign goals.

Download a free copy of eMarketer/Insider Intelligence’s “US YouTube Advertising 2020” here.

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Sightly Team Mentors NYC Youth Through Summer Bridge Marketing Challenge

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Sightly Team Mentors NYC Youth Through
Summer Bridge Marketing Challenge

August 20, 2020

Program Provides City’s Neediest Young Adults with Valuable Work Experience

New York City’s annual Summer Youth Employment Program was disrupted by the COVID-19 pandemic this year, but leaders from the City, State and more than 50 nonprofits came together with Tech:NYC to create a new program to fill the gap.

tech:nyc logo

Summer Bridge is providing low-income NYC students with City and State-funded professional workplace experiences in the tech industry and beyond, and Sightly has jumped in to mentor eight students throughout August.

“Our team is guiding the students through a marketing course that teaches basics about digital video advertising through YouTube, TikTok, Live Streaming and connected TV,” said Alena Pilichowski, Sightly’s Associate Director of Product Marketing and Committee Chair of our United Outcomes diversity and social responsibility program.

“We’ve pulled together a great internal group of cross-functional experts who love teaching,” added Sightly CRO and General Manager, Adam Katz. “We want to increase our diversity as a company, and mentorship programs like this not only allow us to help develop young people with a passion for marketing, they give students an opportunity to work with us and maybe spark an interest in joining our team some day.”

Sightly Summer Bridge Program Mentors

The second part of the Summer Bridge program is where the students get to use the knowledge they’ve gained to solve four major brands’ media challenges and create marketing proposals for them under the tutelage of Sightly mentors.

Students will then present their proposals for feedback and additional insights to a panel of agency, brand and Sightly veterans.

According to Ralph Mack, CEO of Sightly, participating in Summer Bridge aligns well with the company’s new United Outcomes program, which focuses on developing internships and mentorships, as well as creating more diversity and inclusion in hiring. 

Mack explained, “We feel that providing training, mentorship and work opportunities for Black and minority youth in the marketing technology industry is something we are well-suited for and want to do regularly as a way to give of our time and expertise.”

Participating in Summer Bridge and establishing United Outcomes are deliberate initiatives to practice antiracism and spread positivity in the communities where the company works and lives. Sightly embraces its social responsibility, and its employees are all in, driving these initiatives and supporting them with their individual commitments.

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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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