Have your strategies changed because of the worldwide lockdown?
It has changed, of course. The biggest change is that all of Channel Factory is working from home! But apart from the logistics of this, our actual strategy as a business has not changed.
As a matter of fact, we've seen more adoption because of misinformation about COVID-19 content and also concerns over advertiser adjacency where they want to be adjacent to positive COVID news. For example, they want to be around coping mechanisms and education of how to wash your hands or how to spot symptoms etc.
This is the content that advertisers want to be adjacent to, but they don't want to be next to COVID-19 deaths, for example. So we have had to embrace a very nuanced approach to COVID-19 terms, information and content, and define exactly the type of environments where advertisers would like to be aligned with. Brand safety has become one of the real trends, and I know that you have a Brand Safety Guide. What does it include?
In a nutshell, it is everything you need to know about content aligned, brand suitable advertising on the video platform that matters. It includes a clear definition of what brand safety and brand suitability really means, plus top tips, what to avoid and what you need to do to implement a successful brand suitability strategy. In April 2020 the company was selected to join YouTube Measurement Programme. What does YTMP offer and what will you do within this partnership?
The YouTube Measurement Programme (YTMP) was created to offer advertisers trusted solutions for driving and measuring marketing performance on YouTube.
With trust and transparency at its foundation, YTMP provides quality and choice when it comes to optimizing and measuring performance while helping marketers to better understand and reach their customers on YouTube.
Alongside Channel Factory, YouTube will keep working to establish industry accepted standards and advanced solutions that help raise the bar for brands and advertisers. We are very excited to partner with YouTube to create innovative solutions that will help advertisers drive maximum business outcome through brand suitability, contextual alignment, and cost efficiencies.