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Martech Monday | October 29, 2018

Channel Factory is committed to bringing you the most relevant industry updates across the Martech universe.  Find out what you’ve been missing over the past week!

Google Ads Updates

Drive better results: An insider’s look at the latest Google Ads innovations

By Kishore Kanakamedala | 10.25.18 | GOOGLE ADS BLOG

YouTube Advertising

YouTube TV Is Taking Over the World Series Again With AR Ads and That Infamous Red Play Button

By Jason Lynch | 10.23.18 | ADWEEK

Brand Safety

Consumers Think Unsafe Ad Placements Are Intentional, Study Finds

By Kelsey Sutton | 10.24.18 | ADWEEK

YouTube Creators

YouTube is investing $20M in educational content, creators

By Julia Alexander | 10.22.18 | THE VERGE

Influencer Marketing

Why Influencer Marketing is the Game Changer for Business

By Amber Dermoudy | 10.22.18 | ENTREPRENEUR

Thanks for reading!  Stay tuned for weekly updates every Monday on all things Martech!

Tell Me More: Brand Suitability Flagging Techniques

Our Tell Me More series is designed to break down ad formats and products into bitesize chunks. There’s a growing universe of strategies and tactics and it’s our goal to make that universe a little more comprehensible.

Today we’ll be exploring three different techniques for brand suitability flagging: viral content flagging, sentiment filtering and audio transcripts.

WHAT IS IT?

Brand suitability became a legitimate concern for advertisers about a year and a half ago when brands were seeing their ads run on terrorist, pornographic and generally unsafe content. Brand suitability is especially a concern for advertisers on social media.

  • A recent study showed that 94% of advertisers are still concerned about brand safety, and almost half of respondents think platforms like YouTube and Facebook aren’t doing enough.

Brand suitability on YouTube is a shaky tightrope to walk because all content is user generated. While many brands use popular inclusion and exclusion list features to completely outlaw any obviously risky content and approve of safe ones, the fact that anyone can publish any video at any time with little to no restrictions means that even the safest of content creators could cause a brand suitability scare every once in a while.

For this post, we’ll go a little bit outside the box to explore a few brand suitability flagging techniques you may not have thought of. These features are:

  • Viral Content Flagging: Identify and monitor viral videos that may cause brand suitability issues as they begin to trend on YouTube’s platform.
  • Sentiment Filtering: Ratio of likes-to-dislikes and overall sentiment of comments to analyze how videos are received by viewers.
  • Audio Transcripts: Audio transcripts of videos to flag keywords and phrases based on your brand’s specific brand suitability parameters.

WHO IS IT FOR?

Viral content flagging, sentiment filtering and audio transcripts are for all brands that want to bolster their brand suitability strategy. If you are finding that your current strategy isn’t giving you the brand suitability security that you’re looking for, then look to these flagging techniques for further control of your YouTube advertising.

These flagging techniques are for brands that want to:

  • Be aware of trending content that may pose a brand suitability threat before it goes viral and your ad runs on it.
  • See how specific video content is received by viewers and protect their ads from running on negative content.
  • Analyze exact keywords and phrases used in videos to avoid potentially harmful content.

WHAT ARE THE BENEFITS?

Each of these flagging techniques has unique benefits that will give your YouTube campaign a brand suitability boost.

  • Viral Content Flagging
    • Proactively exclude high-risk content like Logan Paul’s Suicide Forest video immediately so your brand’s ad isn’t associated with a harmful viral video.
    • Protect your brand from running on risky content that ends up on the news for being offensive.
    • Aside from brand suitability purposes, viral content flagging also recognizes viral content that matches your audience targeting parameters and aligns your ad with positive trending videos.
  • Sentiment Filtering
    • Get to know the videos you are targeting. Sentiment filtering gives you a comprehensive data of how viewers are reacting to a specific video.
  • Audio Transcripts
    • Don’t have time to watch every video? View transcripts of content audio to see exact words and phrases being used.
    • General excluded words and phrases will be highlighted.
    • View a full report of how many times certain keywords are used.

HOW DOES IT WORK?

Viral Content Flagging works by using machine learning to analyze audience data points to flag trending videos before they go viral.

Sentiment Filtering works by taking a look at recent amount of likes, dislikes, and comments to find out how viewers are reacting to videos.

Audio Transcripts work by using AI and machine learning technology to transcribe videos and analyze the text to flag exclusion listed keywords.

ANYTHING ELSE I NEED TO KNOW?

Yes! All three flagging techniques are available on Channel Factory’s ViewIQ platform as part of our brand suitability solutions. If you’d like to learn more, contact us today.

Martech Monday | October 9, 2018

Channel Factory is committed to bringing you the most relevant industry updates across the Martech universe.  Find out what you’ve been missing over the past week!

Google Ads & YouTube Updates

From discovery to click, new YouTube ads capabilities for more effective storytelling

By Vishal Sharma | 10.1.18 | GOOGLE ADS BLOG

More Than Just Viewers: Learn how to drive effectiveness on YouTube

THINK WITH GOOGLE

YouTube Creators

Reaching Gen Z With Influencer Marketing: Four Trends For Success

By Nicholas Miachon | 10.9.18 | FORBES

YouTube Advertising Statistics

Video Swells to 25% of US Digital Ad Spend

By eMarketer Editors | 10.9.18 | EMARKETER

What Financial Marketers Need To Know About Digital Video Advertising Now

By Steve Cocheo | 10.4.18 | THE FINANCIAL BRAND

Thanks for reading!  Stay tuned for weekly updates every Monday on all things Martech!

Martech Monday | October 1, 2018

Channel Factory is committed to bringing you the most relevant industry updates across the Martech universe.  Find out what you’ve been missing over the past week!

Google Ads & YouTube Updates

New MRC accreditations and partners for Google and YouTube ads measurement
By Babak Pahlavan | 9.26.18 | GOOGLE ADS BLOG

New YouTube ads will push viewers to download apps, book trips, find movie showtimes
By Sarah Perez | 10.1.18 | TECHCRUNCH

Brand Safety

YouTube channel owner ‘arrested over child sex abuse’
By BBC Staff | 9.25.18 | BBC

  • Channel Factory has blacklisted all channels and keywords involved in this story.

Brand-safety concerns are making influencer marketing more expensive
By Ilyse Liffreing | 9.26.18 | DIGIDAY

YouTube Creators

How to Ensure You’re Getting the Most Out of Your Influencer Marketing Strategy
By Heather Wilde | 9.28.18 | INC.

YouTube Advertising Statistics

Welcome to the New Living Room: 57% of Video Ads Now Play on TVs
By Troy Dreier | 9.23.18 | ONLINE VIDEO

Thanks for reading!  Stay tuned for weekly updates every Monday on all things Martech!

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Tell Me More: YouTube Inclusion Listing

Our Tell Me More series is designed to break down ad formats and products into bitesize chunks. There’s a growing universe of strategies and tactics and it’s our goal to make that universe a little more comprehensible.

For this post, we’ll be taking a look at the industry standard for precision targeting and brand suitability – YouTube Inclusion Listing.

WHAT IS IT?

Inclusion Listing is a targeting and brand suitability feature that has surged in popularity in the last few years. An inclusion list is essentially a list of YouTube channels that you approve of your brand running ads on. The beauty of inclusion lists is that they are fully customized to your brand’s specific:

  • Audience, tone and messaging
  • Precise targeting strategy
  • Brand suitability parameters

Custom inclusion listing gives you the added benefit of having complete control over specific channels and videos you want your ad to appear in front of. Instead of relying on a generic inclusion list curated to inefficiently cover all niches in your industry, you can take hold of the wheel and drive your video ads towards content that you know resonates with your audience.

WHO IS IT FOR?

Simply put, inclusion lists are for any brand that wants to:

  • Increase brand suitability and target specific content: Inclusion Lists are great for brand suitability because your ad will only run on content and channels pre-approved by your brand. You have full control over where your ad is placed on the largest video platform in the world.

Creating a YouTube inclusion list is a great first step to combat risky content that could hurt your brand’s reputation. Since ads can run anywhere on YouTube’s user-generated content platform, an inclusion list will help your company take control of its brand image.

WHAT ARE THE BENEFITS?

Inclusion lists offer many benefits for your YouTube campaign’s success:

  • Brand Suitability: Your YouTube ad will run on inventory that has been vetted for brand suitability, ensuring brand-appropriate content and channels.
  • Precision Targeting: Your audience is on YouTube and they’re watching very specific content. Custom inclusion lists cater to your brand and only your brand, targeting the precise audience that you want to target.
  • Boost Campaign Performance: Inclusion lists can be used to boost performance by targeting your specific audience on YouTube. Run your ad in front of content that your audience is watching to increase engagement and campaign KPIs.
  • Counteract Exclusion List Risks: YouTube’s UGC nature makes it difficult to efficiently exclude risky content since new channels and videos are created every day. If you’re looking to exclude your way to brand suitability, then you’ll always be playing catch up. With inclusion listing, you can easily approve your safe channels and sleep well at night knowing exactly where your ads are running.

HOW DOES IT WORK?

How does inclusion listing work? Easy! Create your custom inclusion list and your ads will only run on the videos and channels you’ve selected. Setup your list in three simple steps:

  • Research: The first step is to research the YouTube channels and videos you want to target.
  • Create a Targeting List: After you’ve done your research, create a list of channel and videos URLs that you’d like to include.
  • Managed Placements: Create managed placements in Google Ads with the specific inclusion listed channels and videos of your choosing.

ANYTHING ELSE I NEED TO KNOW?

Yes! Inclusion lists must be properly built to have maximum impact towards performance and brand suitability. Here are just two features that help build a custom inclusion list:

  • Verified creator data: Review a full analysis of verified creators including audio transcripts and brand suitabilty scores to create a inclusion list of brand-friendly creator channels. Our verified creator list reduces YouTube targeting scalability issue by inclusion listing vetted creators.
  • Topic-level performance: Analyze videos and channels with custom curated inclusion lists of industry topics.

Luckily, Channel Factory’s proprietary (and award-winning!) ViewIQ technology gives you access to both features to build a dynamic inclusion list. Contact us today to learn more about our inclusion listing expertise.

Martech Monday | September 24, 2018

Channel Factory is committed to bringing you the most relevant industry updates across the Martech universe.  Find out what you’ve been missing over the past week!

Brand Safety

New Pressure on Google and YouTube Over Children’s Data

By Sapna Maheshwari | 9.20.18 | THE NEW YORK TIMES

Advertisers and regulators are still frustrated with Facebook’s brand safety

By Audrey Schomer | 9.24.18 | BUSINESS INSIDER

YouTube Creators

YouTube Is Failing Its Creators

By Patricia Hernandez | 9.21.18 | THE VERGE

YouTube Business

Thanks for reading!  Stay tuned for weekly updates every Monday on all things Martech!