By Sahil Patel
The 2015 Digital Content NewFronts are finally over. This year marked an important moment for the initiative, which is aimed at showcasing what the supposed best of web video has to offer, as it was the first time the YouTube ecosystem came out in full force. Fullscreen, Discovery, Machinima, CDS, and StyleHaul all held their first ever NewFronts in 2015, joined by returning networks Maker Studios, Endemol Beyond, and Defy Media.
That’s a lot of YouTube content that ad buyers (you know, the people these events are held for) will soon have to navigate, and it doesn’t even include YouTube itself, which once again held its tentpole Brandcast event during the first week of the NewFronts calendar.
In an effort to make the whole YouTube ad-buying process easier, Zefr, a marketing and technology startup focused on the world’s biggest video site, has launched Brand ID Choice, an expansion of its existing Brand ID ad product that helps advertisers understand and analyze how their brand is performing across all YouTube — not just the channels they own and operate.
With Brand ID Choice, advertisers will be able to identify the “best” content on YouTube, and then run ads against that content by different targeted demos, the company said. This is different from YouTube’s own Google Preferred program, which offers access to the top 5% of channels across a variety of different verticals. Instead, Brand ID Choice will use Zefr data to help advertisers filter the best videos for their marketing and audience needs.
Of course, Brand ID Choice isn’t the only new product designed to help advertisers make better YouTube ad buys. At its own NewFront, Maker Studios announced a partnership with Outrigger Media to offer Select, a solution for all of YouTube — not just Maker channels — that’s exclusively available to the MCN’s agency clients. Meanwhile, Pixability recently launched a programmatic buying platform for advertisers on YouTube.
These products are an important evolutionary step for the YouTube ad/technology ecosystem as well, as businesses such as Zefr, Outrigger, and Pixability move beyond just providing YouTube data to advertisers and media companies.
With the Brand ID Choice announcement coming during the NewFronts news cycle, Zefr also unveiled what it’s referring to as its “NewFront” audience advertising packages. Using Zefr-backed research, the company is offering insights on three key audiences and how they behave on YouTube: millennials, hispanics, and moms.
The company also showcased its “Influencer Management System,” which helps clients surface the “right influencers” for their objectives.