Maximizing Brand Suitability and
Media Efficiency.
Channel Factory empowers brands and agencies with enhanced AI powered Contextual Alignment targeting practices for maximum brand suitability and media efficiency.
WHY CONTEXT MATTERS
73% of consumers would be more likely to buy from brands whose ads are relevant to the content they’re consuming on YouTube.
Contextual Alignment Drives ROI
Research by IPG MAGNA Global and Channel Factory explores the nuances of *grey content and advertising on YouTube.
*Grey Content: Content that may or may not be aligned with individual brand values
Brands Are Held Accountable for the Content They Appear Adjacent To
Poor alignment can impact brand perceptions. Consumers see a direct correlation between the brand and the content they appear next to, demonstrating their growing savviness of the advertising ecosystem.
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Brands have the Most to Lose with Younger Generations
To maintain engagement with younger generations, brands need to be cognizant of how younger generations perceive content appropriateness. Brands aligned with grey content have more to lose with younger generations, who are less likely to purchase from such brands.
Grey Content Prevents the Message from Sticking
Brands need to be proactive in their navigation of grey content, as it can reduce persuasion metrics. The impact of grey content is twofold—brands lose out on communicating their message, while also seeing decreases across search intent and purchase intent.
The Channel Factory Approach
FINNAIR CASE STUDY
Here’s how Channel Factory ran 28 campaigns across 12 countries with 90% video completion rate for Finnair, Finland’s largest airline.
DownloadCONTEXTUAL INCREASES ATTENTION
Channel Factory delivers 28% more attention than the industry norm. An independent analysis of YouTube campaigns optimized by Channel Factory validates our ability to deliver on attention.
“We are pleased with the results Channel Factory has delivered for our brand. We have confidence that Channel Factory will continue to deliver and build on these successes as we move further into our partnership”
Lara Allan, Lead of Growth Marketing & Technology at FINNAIR
