Giant Media’s Transparent Pre-Buy YouTube Advertising Planning Tool Embraced by Brands and Agencies
Just a few months after launching VuePlanner, Giant Media’s transparent pre-buy planning tool for brands and agencies advertising on YouTube, it’s experiencing success delivering context and brand suitability for marketers.
“Our goal with VuePlanner is to provide the technology to plan YouTube campaigns beyond channels and traditional targeting capabilities,” said John Cobb, CEO of Giant Media. “VuePlanner enables planners and buyers to buy YouTube advertising at the video URL level for higher relevance, engagement and efficiency. The ability to understand context and relevance of a video is being welcomed by the advertising community.”
Since launching in June, VuePlanner has experienced the following successes:
- Campaigns planned with VuePlanner are experiencing 30 percent higher View Through Rates as compared to industry benchmarks.
- More than a dozen brands and agencies have partnered with VuePlanner to plan their YouTube advertising investments
- VuePlanner’s ability to plan at the video level, selecting each individual YouTube video URL before executing the buy, led two major brands to begin advertising on YouTube again, after departing due to brand safety concerns.
VuePlanner allows buyers to quickly and easily curate contextually-relevant YouTube video collections by using proprietary data that includes engagement, scale, sentiment and relevance rankings. VuePlanner also calculates a VueScore placement quality metric for each campaign by processing and segmenting data from more than 300 million YouTube videos; scanning and filtering by concept and page sentiment through a partnership with IBM Watson and a proprietary algorithm that determines content relevance, user engagement and scale (projected video views) over time.
Giant Media is a media and technology company that provides advertisers and their agencies the confidence to plan and buy contextually relevant video campaigns while identifying the environments most suitable for individual brands. The company supports clients through a managed services approach to media planning and/or buying led by VuePlanner, a transparent, insight-driven planning tool for advertising on YouTube. Giant Media combines proprietary technology and IBM Watson to read, understand and interpret the content and context of hundreds-of-millions videos, which helps marketers and brands better engage with the audiences they want to reach.