Sightly Joins YouTube Measurement Program

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Sightly Joins YouTube Measurement Program

April 20, 2020

Company Expands Contextual and Audience Targeting Expertise for YouTube Advertisers

New York, NY: Sightly Enterprises, Inc. today announced that YouTube has selected the company for its YouTube Measurement Program (YTMP). This partnership gives Sightly expanded API access to data that fuels rich contextual targeting for YouTube advertisers. 

“Membership in the YTMP boosts our ability to maximize advertisers’ desired outcomes across YouTube,” says Greg Garunov, Sightly’s SVP Business Development & Marketing Strategy. “We’ve been a big proponent of YouTube advertising from the beginning and this move greatly strengthens our long-standing focus on the network.”

Benefits of this expanded partnership for Sightly’s YouTube advertisers include:

  • Enhanced Google training and resources, technical support and product tools
  • Context-based persona targeting
  • New metrics that help advertisers target content that is most likely to produce desired reach, branding or action outcomes

Marketers are looking to answer two primary questions with their advertising–is the environment appropriate for my brand and is it going to drive results? Sightly’s inclusion in the YouTube Measurement Program will accelerate the ability to answer these questions while providing best in class media execution, optimization, and analytics services.

“This is a major advantage for all of Sightly’s clients,” says Adam Katz, Chief Revenue Officer & General Manager of Sightly. “We’ve enjoyed our partnership with Google for a long time now. Google’s expanded YTMP program will provide Sightly and its clients the ability to drive outcomes in the right content even further through innovative technology and products.”

Sightly continues to hire and invest in data science and product development to drive value for marketers leveraging Google’s toolsets; their investment over the past decade in its platforms and data has fueled Sightly’s ability to over-deliver on performance and service for clients.

A continued focus on quality and transparency is critical to win in today’s marketplace. Sightly is well positioned to provide clients with the quality they are looking for in a transparent manner.

About Sightly: As a Premier Google Partner, Sightly enables advertisers to deliver video ads to the most receptive viewers on the most trustworthy, desirable video destinations. We provide the knowledge, transparency and expertise needed to exceed performance goals.

By leveraging customer profile, location, search, and contextual data, we place our advertisers’ messages in the most relevant content at the moments that matter to drive outcomes.

See official news release here.

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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.”

To read the original article, click here.

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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.”

See original article here.

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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.”

See original article here.

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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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