By Sahil Patel
With the latest version of its YouTube marketing software, Boston-based Pixability is also introducing the first independent programmatic media-buying platform dedicated to the world’s biggest video site.
As ad-spend directed toward YouTube continues to grow, the new Pixability v3 platform was built to help brands and media companies make better decisions on TrueView ad campaigns — from determining which channels and creators to align with to quickly and efficiently adjusting large-scale campaigns “mid-flight,” the company said.
The platform’s programmatic targeting capabilities include the ability to identify, score, and pick the most relevant and timely content, placements, and channels across the entire YouTube landscape — both before and during campaigns.
The platform is also able to measure campaigns against industry and competitive benchmarks — as determined by Pixability — and then adjust content, budget levels, and placement timing based on that information. On this front, Pixability now has the “Campaign Benchmark Analysis,” a resource that reveals various industry and campaign-specific benchmarks based on the company’s treasure trove of YouTube data.
Outside of Pixability’s own benchmarks, the platform also allows clients to measure against their own KPIs.
Other features on Pixability v3 include an influencer/creator scoreboard, as well as the ability to integrate its data with agency dashboards and external reporting platforms.
As is the case with any programmatic pitch, Pixability wants to remove the complexities of making large-scale ad buys on a video ecosystem as diverse as YouTube. In addition to various preconfigured workflows, the platform provides extensive metrics on who’s watching, where ads are running, how much they cost, and how they’re performing.
In testing the v3 platform prior to the announcement, Pixability said campaigns achieved up to 10X higher click-through rates, a 600% lift in organic traffic, 40% lower cost per view, and a 50% reduction in customer acquisition costs. Current v3 customers include Omnicom’s Resolution Media, Puma, L’Oreal, Sharp Electronics, Mindshare, and ZenithOptimedia.
Beyond Pixability v3, the company has released two resources to help brands and media companies get a better understanding of what works on YouTube: the aforementioned Campaign Benchmark Analysis and the 2014 Pixability YouTube Media Guidebook, which explains YouTube’s various ad offerings and highlights available tools that make it easier to plan, run, and report on those types of ads.