Zefr unveils ‘Netflix for YouTube’

The tech and marketing company joined Google, Facebook and Yahoo in making big announcements at New York Ad Week.
September 30, 2015

It’s Ad Week in New York, and Zefr (along with Google, Facebook and Yahoo and others making big announcements) unveiled BrandID Suite, an intent-based marketing tool that filters and organizes YouTube video so brands can better understand and take advantage of all that they offer.

“It looks like the Netflix for YouTube,” Dave Rosner, Zefr’s SVP of marketing, told StreamDaily of the ad technology.

The tool allows marketers to go into the program and choose a selection of packaged videos based on how brands identify their audiences. For Zefr, a video tech and marketing company with the tight relationship with all-things YouTube, that audience distinction is broken down into more than 6,000 topics that are grouped into larger packages. The categories can be separated by demographic (age, gender, etc.), but can also be the viewer’s intent, drawn from the video they are viewing at the moment.

“So, if you are a mom, for instance, you have a demographic profile, but if I am an advertiser trying to reach mom, it is so much more important that I reach them when they are thinking about ‘mom’ stuff. Like, when they are looking for a toy for their kids or childcare tips, which is a huge category, I want to reach the moms then, because then I know that I am connecting the right advertising message with the right people,” said Rosner.

Basically, said Rosner, BrandID is attempting to merchandise YouTube content like linear television.

“Online video can be amazing because it offers the idea that you can put your ad in front of the exact right piece of content that you wish existed, but it can be overwhelming because that is such a broad landscape,” he said. TV, on the other hand, “does a beautiful job of helping the buying market understand what shows are on so that it is manageable.”

YouTube, now celebrating its 10th anniversary, records an estimated ­400 hours of new video uploaded every minute. YouTube’s video watch time in Q2 jumped 60% year-over-year, its fastest growth rate in two years.

Rosner doesn’t see that trend reversing, or even slowing, any time soon.

More Ad Week highlights:

  • Yahoo merged its Yahoo, BrightRoll and Flurry products to give advertisers access to the trio’s combined strengths gleaned from its one billion daily viewers. From now on all advertising tech will be housed under BrightRoll where advertisers and publishers alike will be able to able to access all the company’s ad formats across devices. BrightRoll, which is the company’s  platform through which advertisers can purchase video display and native ads programmatically, will now have access to Yahoo data from its 165 billion daily events, with the goal of enabling marketers to target their audiences more effectively.
  • Facebook rolled out total ratings points for video ads, adding video to its Carousel Ad Unit, and introduced Millward Brown Digital as a mobile polling partner. The social network’s announcements come on the heels its recent ad boost, seeing a 25% jump in active advertisers since February 2015 and 2.5 million advertisers on the platform overall.
  • YouTube announced expanded plans to connect the dots between viewing an ad and shopping for the product advertised in that ad. Shopping ads allows potential customers the ability to immediately purchase products advertised. Once live, viewers will see an “i” icon on the top right corner of a YouTube video. By clicking on the icon, viewers will see a drop-down menu with product-related information including a click-to-buy option. The ads will be sold in auction format, based on contextual and audience relevancy. Marketers only pay for shopping ads when a user clicks on that ad.

 With files from Sonya Fatah, Val Maloney, Media in Canada





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