Pixability Announces Programmatic YouTube Media Buying Platform
The new programmatic YouTube media optimization platform from Pixability means that many of the world's biggest brands will be shifting their budget from TV to online video.
The new programmatic YouTube media optimization platform from Pixability means that many of the world's biggest brands will be shifting their budget from TV to online video.
Yesterday, Pixability announced the industry’s first programmatic YouTube media buying platform, Pixability v3, and revealed that Resolution Media, an Omnicom Media Group company, is one of the agencies and brands that has already been using it. Why does that make this a significant announcement?
Daryl Simm, chairman and chief executive (CEO) of Omnicom Media Group, recently told Suzanne Vranica of The Wall Street Journal that his firm has been advising clients to move 10 percent to 25 percent of their TV dollars to online video. That’s significant because his company oversees roughly $54.4 billion in advertising spending around the globe and advises advertisers such as PepsiCo, Visa, McDonald’s, and Apple. And now, one of the company’s agencies will be using Pixability v3 to accelerate media budget shift from TV to online video.
Alan Osetek, global president of Resolution Media, an Omnicom Media Group company, said, “YouTube is a critical part of many of our clients’ marketing programs.” He added, “Pixability’s v3 YouTube ad platform allows our client teams to leverage the data and analytics needed to optimize campaigns and deliver the stellar media performance our clients have come to expect from us.”
In addition to Omnicom’s Resolution Media, Pixability v3 customers include PUMA, L’Oréal, Sharp Electronics, Mindshare, and ZenithOptimedia. Pixability v3 campaigns have achieved up to 10 times higher click-through rates, 600 percent lift in organic traffic, 40 percent lower cost per view, and 50 percent reduction in customer acquisition cost.
In an interview last Thursday, ClickZ asked Rob Ciampa, the chief marketing officer of Pixability, what made this week’s announcement significant. Ciampa said, “The gist? The massive (aka ‘anticipated’) shift of media dollars to online video is impeded by a lack of technology that can make it effective and transparent. We believe we’ve solved the YouTube side of the equation with the industry’s first programmatic platform. We’re six years old, launching v3 of our product, and have proven ourselves with many of the world’s most demanding brands and agencies.”
Pixability v3, which uses the YouTube Data API, delivers Big Data insights to marketers as well as extensive, professional-grade YouTube TrueView advertising controls to media professionals that remove the complexities that accompany growing a brand’s media spend on YouTube.
Pixability v3 enables media professionals to:
Bettina Hein, founder and CEO of Pixability, said, “Brands are vastly increasing their digital allocations, and TV budgets are shifting to online video faster than most predicted. YouTube is leading the charge.” She added, “Many brands are wasting their media dollars on inefficient, poorly targeted buys; Pixability v3 comes at a crucial time. YouTube advertising done right introduces a huge business opportunity for brands.”
Key product advancements in Pixability v3 include:
Last Thursday, Andreas Goeldi, chief technology officer of Pixability, told ClickZ, “With Pixability v1 and v2, we established YouTube success metrics, and introduced the capability to mine the entire YouTube landscape for content and creators relevant to brands.” He added, “With Pixability v3, we continue the advancement of our YouTube technology by automating the YouTube TrueView advertising process to maximize results. Powerful technology coupled with extensive data produces stunning performance, especially on YouTube.”
In conjunction with the v3 technology upgrades, Pixability also announced two key resources for media professionals looking to achieve optimal YouTube brand performance: