Major CPG Company Follows Brand Mentality™ Signals to TikTok Audience

TIKTOK CASE STUDY

Major CPG Company Follows Brand Mentality™ Signals to TikTok Audience

Top multinational beverage company expanded reach to TikTok and achieved a 61% lift in ad recall.

TikTok influencer

THE GOAL

Sightly’s Brand Mentality™ technology identified a strong audience-alignment opportunity on TikTok for its American multinational beverage company partner.

The team decided to run a test campaign with the primary KPI of brand awareness, as measured by ad recall via TikTok’s Brand Lift Study feature.

THE METHOD

Sightly used the advanced analytics in its Brand Mentality™ platform to align signals from its expansive data stream with the brand’s business priorities and identified a specific TikTok content category as a strong fit for the brand and its message.

TikTok app on phone screen

We guided the brand through its first ever TikTok campaign.

The analysis used first party data to identify influencers and target specific creators that best aligned with the brand, its audience and the TikTok video topics.

Sightly distributed short form video creative featuring the TikTok influencers and timed the campaign for the period leading up to a promotional holiday for the brand’s category.

THE RESULTS

%

Increase in ad recall

A 61% increase in ad recall demonstrates success in reaching the desired nationwide audience, and is a strong indicator of large increases in awareness among the target demographic and interests.

Beyond the lift in ad recall, Sightly’s TikTok campaign generated a CTR of .59%, 24% above the TikTok benchmark. Females engaged with the ad more than males, a learning that will guide future strategies for the brand on TikTok and other scalable platforms.

Also, in looking at TikTok’s performance against other digital platforms, Sightly’s TikTok campaign was more cost efficient at driving clicks than three other paid media platforms.

Sightly’s approach, initiated by its Brand Mentality™ technology, allowed the brand to capitalize on trends and content in real time. The ability to identify a new ad platform, content category and influencers for expanding the brand’s reach led to significantly increased ad recall and valuable learnings.

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Data Scientist

CAREERS

Data Scientist

Sightly is in an exciting stage of expansive growth! We deliver transparent, effective, and brand-safe ad campaigns that drive outcomes on the world’s largest video platform.

We are looking for an experienced Data Scientist to join our team! This role will work on the Data Science and Analytics team developing machine learning models, data science products and derived metrics that help us stay competitive across our advertising platforms.

Sightly is an equal opportunity employer.

DUTIES INCLUDE

  • Gathering and analyzing unique ad placement and performance data
  • Generating insights based on our ad placements and performance
  • Building heuristics and models that allow us to quickly optimize ad campaigns
  • Understanding and communicating data requirements for the purpose of product development
  • Communicating results with key stakeholders across internal business units and external clients

SKILLS REQUIRED

  • 2-3 years experience as a Data Scientist building machine learning models and analyzing data
  • Bachelor’s degree or better in a quantitative field (computer science, engineering, mathematics, statistics, economics, etc.)
  • Excellent experience with a modern data science programming toolset (Python, Jupyter or similar notebook environment, PyTorch/Tensorflow or similar machine learning framework)
  • Excellent data intuition and analytical skills (understanding and identifying sources of bias, able to derive insight from unstructured data)
  • Good understanding of modern machine learning algorithms (tree models, SVM, deep learning)
  • Good experience with feature engineering 
  • Good relational database experience (PostgreSQL or similar)
  • Some experience developing software services for machine learning models, especially REST APIs (FastAPI or Flask preferred)
  • Familiarity with and experience using git or similar code versioning software 
  • Eagerness to learn new technologies and follow industry best practices in an ever-evolving field
  • Able to communicate complex data science concepts to non-technical audiences

NICE TO HAVE

  • Snowflake data warehouse experience
  • Docker/Kubernetes or similar containerization experience
  • Masters degree in a quantitative (computer science, engineering, etc.) field
  • Experience deploying and updating machine learning models to a production environment
  • Experience utilizing state of the art machine learning methods for natural language processing, video semantic segmentation, clustering, etc.

ABOUT SIGHTLY

Sightly is a high-performance media services and technology company that uses data science and analytics to deliver unrivaled business outcomes and client service.

We’re smart, agile digital media experts, bolstered by strong partnerships and innovative tools. We’re people of all ages, backgrounds and personalities who share the same ambitions to make a difference for customers, build innovative solutions and have fun doing it. If you’re ready to join a team that works hard, plays hard and loves to win, then we want to hear from you.

If this sounds like fun, send us your resume and cover letter!

Senior Account Manager/Account Manager

CAREERS

Senior Account Manager /
Account Manager

Sightly is in an exciting stage of expansive growth! The company has built its success by driving clients’ media objectives through tangible results. We are experts in strategic planning, execution, optimizations, and insightful reporting that provide actionable learnings for our clients.

Sightly is doubling down on outcome-based solutions with new products and offerings that are unique in the market and will bring our clients’ approach to media and activation to the next level!

Our work environment is fast-paced and entrepreneurial, and we are hyper focused on delivering exceptional results for our customers. We’re looking for a Senior Account Manager / Account Manager (determined by experience and capabilities) with this same energy and drive to lead day to day client communications and help ensure that we exceed their expectations.

This is a full-time position based in NYC. It’s an opportunity to join a company with an amazing culture based on collaboration, unified goals, and entrepreneurial spirit!

Sightly is an equal opportunity employer.

RESPONSIBILITIES

  • In conjunction with the sales team, build, nurture, and grow relationships with agencies and direct clients to maintain and grow business
  • Act as main point of contact for all client day-to-day account needs to ensure that all of their needs are understood and effectively addressed
  • Collaborate with sales and performance managers for seamless transition from pre-sale through kick off and activation, including spearheading client kickoff meetings, communicating effectively and comprehensively client KPIs and campaign details to performance management, and liaising with internal teams for any custom creative development and passthrough of assets, tags, etc.
  • Deliver reporting complete with insightful storytelling and supporting data throughout campaign
  • Work with performance managers to identity optimization opportunities to exceed performance expectations and showcase Sightly’s hands-on approach to campaign management
  • Work with sales to identify and position upsell and cross-sell opportunities
  • Communicate all billing details to finance department so that finance can issue invoices in a timely and accurate manner
  • Collaborate with various internal departments to both meet all clients’ needs and shape Sightly’s trajectory as we adapt and evolve to the changing marketplace
  • Promote account management team success through collaboration, knowledge sharing, and overall good vibes!
  • Promote company success through collaboration, an openness to new ideas, and a willingness to share your own!

WHAT YOU’LL BRING TO THE TABLE

  • High integrity, smarts and dedication. We are looking for uncommonly strong account management professionals with a highly collaborative, value-driven, honest, and direct approach to delivering customer success.
  • Excellent written and verbal communication and presentation skills. Ability to guide with confidence and understanding, and strategically handle objections and resolve customer issues.
  • Proactivity to anticipate client needs, along with a solutions-oriented attitude to employ solutions that clients feel great about
  • Ability to engage with data and provide exceptional storytelling and actionable go-forward recommendations
  • Three+ years of brand/agency experience, with a proven track record in meeting and exceeding customer success metrics, goals and customer growth.
  • Top notch organizational, people and time management skills
  • Desire to succeed in a fast-paced environment with dynamic needs and deadlines
  • A collaborative spirit that can adapt with a highly dynamic company (That’s what makes it fun!)

ABOUT SIGHTLY

Sightly is a high-performance media services and technology company, with a focus on data science and analytics, that delivers unrivaled business outcomes and client service.

We’re smart, agile digital media experts, bolstered by strong partnerships and innovative tools. We’re people of all ages, backgrounds and personalities who share the same ambitions to make a difference for customers, build innovative solutions and have fun doing it. If you’re ready to join a team that works hard, plays hard and loves to win, then we want to hear from you.

If this sounds like fun, send us your resume and cover letter!

Manager, Business Development & Partnerships

CAREERS

Manager, Business Development
& Partnerships

Sightly has seen great success over the past several years being experts in the products that it brings to market. The organization takes pride in being deep industry knowledge experts, having graceful business partnership savviness, and a high integrity culture.

We are looking for a media technology industry expert that will play a major role in the future of the company and has the ability to interface with a wide variety of teams and stakeholders.

In this role, you will be a Sightly product expert, working to drive the education and adoption of our offerings. You will be focused on the details while finding ways to address the biggest challenges happening in the media industry. You are an educator with a passion for thought leadership and problem solving.

This is a full-time position that sits within the Business Development team, reporting to the VP of Business Development & Partnerships. While our company continues to work remotely for the foreseeable future, this position is based in Sightly’s NYC office.

As the Manager, Business Development & Partnerships at Sightly, you will:

  • Work closely with current and prospective media and measurement partners to understand the latest offerings and implications to Sightly’s business

  • This role will lead communication with measurement partners and identify growth opportunities for Sightly in the digital measurement space

  • Design and deliver media industry training seminars for internal teams and external clients

  • Build learning strategies that will enhance product knowledge, including the creation of Sightly collateral

  • Opportunity to create unique onboarding experiences for new employees, effectively communicating Sightly’s offerings, vision and culture

  • Identify and communicate key insights as it relates to industry trends and core partner updates

  • Partner across a variety of teams including Account Management, Performance Management, Strategy and Data Science to further understand alpha/beta products, measurement solutions and implications related to the buying platforms

Qualifications:

  • 3+ years experience in digital advertising preferably in Partnerships, Client Solutions, Training, Marketing or Operations functions

  • Able to manage multiple projects simultaneously with cross-functional teams while being flexible and responsive to dynamic situations and changing priorities

  • You are a strong and effective communicator

  • Experience successfully developing and presenting educational material

  • Deep knowledge of the digital advertising ecosystem and measurement of digital advertising

  • Experience working with/understanding of the YouTube ecosystem and buying platforms (Google Ads and DV360)

  • Inherently curious and excited to learn about new offerings and technologies in market

  • Ability to develop a perspective, influence and gather people around shared goals

  • A can-do, positive attitude and a strong desire to get things done

If this sounds like you, send us your resume and cover letter!

Ad Personalization on YouTube Leads to Major Increase in Intent Signals

AD PERSONALIZATION CASE STUDY

Ad Personalization on YouTube Leads to Major Increase in Intent Signals

Major salon chain tests custom overlay on YouTube and sees 100% increase in intent signals as compared to standard video distribution.

Young woman buying online with credit card

THE GOAL

A major salon chain sought to notify existing customers and the targeted audience of Women 25-54 within the Denver DMA that their Denver locations were open for all services, as well as drive the targeted audience to the closest spa location following mandated periods of closure due to the coronavirus.

The Awareness KPI was measured via View Rate against the Sightly Instream benchmark of 40% and Bumper benchmark of 85%. Visitation intent was measured via CTR against the Sightly benchmark of 0.11%.

THE METHOD

Sightly distributed In-stream and Bumper video ads on YouTube and implemented location extensions and ad personalization tactics to effectively engage the target audience.

Location extensions promote local business information to viewers that are near a salon with data such as address, phone number, hours, and more. Ad personalization was implemented with an overlay inclusive of the salon’s logo, and a custom CTA prompting consumers to click and find their nearest Denver location.

The overlay was implemented on ~50% of impressions to demonstrate the effect on intent signals. All custom overlays are built at Sightly in-house with complete customization and unlimited rounds of feedback.

Man buying on mobile phone with credit card

Custom audience profiles were built based on the salon’s CRM list to reach existing customers, as well as the targeted audience of Women 25-54 classified as Spa Enthusiasts or Custom Intent audiences. Profile creation based on audience characteristics, all informed by the awareness and intent KPIs, allowed Sightly to identify other users who

have the same characteristics of the in-market users and target incremental Women 25-54 over the course of the campaign and scale this precision targeting at the geo-level to support regional spa locations.

THE RESULTS

%

Increase in Intent Signals

Through rigorous optimizations, Sightly was able to achieve an Instream View Rate of 53%, 33% above benchmark, and a Bumper View Rate of 93%, 9% above benchmark, both indicative of an increase in awareness of the spa reopenings in the Denver DMA.

The overall campaign CTR was on par with Sightly’s benchmark, but consistent with studies demonstrating links between ad personalization and effectiveness, the video units with custom overlays performed 100% better than standard video alone. Specifically, Bumper ads with overlays performed 80% better than standard Bumper ads and Instream ads with overlays performed 116% better than standard Instream ads. This increase in performance shows the impact Ad Personalization can have on engagement metrics on YouTube, a unique and complimentary offering found only at Sightly.

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