Patented AI-Driven Technology Maximizes Video Creative Effectiveness on YouTube
AUGUST 21, 2018 – Pixability, a global leader in video advertising technology and insights, announced the industry’s first video decisioning engine to help marketers connect the right combination of creative and targeting with their audiences. Leveraging the company’s patented AI technology, the Video Creative Decisioning Engine delivers the right creative to the optimal mix of personas and contexts proven to drive peak performance against advertiser-specific objectives. This breakthrough technology addresses a significant challenge in the ad industry, as marketers struggle to hone in on the mix of creative and targeting that’s most effective for a given campaign objective, persona, or device, leading to suboptimal results.
Brands and agencies are investing tremendous amounts of time and resources to keep up with the insatiable need to develop creative that will drive performance. In fact, the need to continuously test and adapt video creative to drive effectiveness has kept many marketers from realizing the full value of video advertising throughout the marketing funnel. Some simply leverage existing TV assets for digital, while more sophisticated marketers adopt a more segmented strategy, developing many variations on creative to uncover what resonates. Backed by the Video Creative Decisioning Engine, marketers can understand which creative performs best in a given context, and maximize impact throughout a campaign.
“There’s a seismic shift underway as audience eyeballs and ad dollars move from traditional media to digital domains, dominated by YouTube and Facebook — and throughout this change, the Pixability platform has helped our brand and agency customers plan, activate, optimize and measure their video advertising,” said David George, CEO of Pixability. “Our innovation around creative decisioning will continue to empower marketers to drive optimal video creative delivery, and maximize their ROI.”
Using machine learning, Pixability analyzes all permutations of audience, creative, and context. Pixability then automatically adjusts campaign budgets to ensure each creative reaches the most responsive audience within the best context. The Video Creative Decision Engine is available now as part of the Pixability’s core video advertising platform, which is available both as a SaaS platform or as a managed service.
In a recent campaign, a brand client sought to make the most of its five creative assets and maximize impact among its millennial audience. By deploying the creative decisioning engine, Pixability successfully curated the right mix of personas, devices, and contextual targeting — all matched to the optimal creative asset — to drive the best-possible performance against the brand’s specific KPIs.
“Campaign after campaign, we turn to Pixability for their deep targeting capabilities on YouTube. Pixability provides insightful guidance and incorporates innovative technology to amplify performance across our video strategy,” said Elyssa Warren, Media Director at Blue 449. “Their creative decisioning capabilities drive real-time optimizations that ensure we’re maximizing the impact of our media buying. By working with Pixability, our team has not only grown our investment with YouTube, but has also elevated our expertise in the industry.”
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Pixability’s data-driven approach to video advertising through contextual targeting is independently verified by the YouTube Measurement Program, the Facebook Marketing Partner Program, Moat, and other third parties. The company’s patented video advertising software enables media professionals to deliver outstanding campaign performance across YouTube, Facebook, and Instagram. Pixability’s portfolio of global media agencies and their brand clients includes Dentsu-Aegis, Havas, Interpublic Group, Omnicom, Publicis, and WPP, as well as Johnston & Murphy, L’Oréal, and Puma. For more information about Pixability’s video advertising platform, please visit www.pixability.com.