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Marketers offered better tools for ‘holistic buys’ with Pixability upgrade


By Seb Joseph, News editor

February 29, 2016 | 3 min read

Marketers are being handed better tools to make holistic buys for video across YouTube, Facebook, Instagram and Twitter.

The Pixability v4 tool is being sold as a way for advertisers to benefit from sharper targeting as well as allowing for better viewability and brand safety. This is done by providing what Pixability calls the first set of “normalised video ad metrics” that take into account the nuances of each video platform.

It means that advertisers can “now seamlessly plan, optimise, and measure multiple video ad campaigns through a single application, available as a managed or self-service offering,” according to the business.

“Approaching premium video platforms holistically, rather than in silos, is an incredibly powerful weapon for brand marketers. Activating the unique capabilities of each walled garden in aggregate will change video advertising as we know it,” said Bettina Hein, founder and chief executive of Pixability. “Pixability v4 unlocks that potential. Our platform-agnostic solution enables advertisers to make the most informed decision about how to spend their video ad dollars to yield maximum results.”

Pixability will be hoping the latest upgrade bolsters its pitch to advertisers that they can get around walled gardens to plan holistic campaigns. Nestle and GSK have both lamented their inability to plan campaigns across the big online platforms, which they instead have to support with different tech stacks. Reebok has been using Pixability’s tools for some time and believes it has been key to helping it make holistic ad buys across YouTube and Facebook.

“When planning our video ad campaigns, we need to ensure that we're reaching the right consumers, on their platforms of choice, with content that incites them to engage with our brand,” Jessica Ruscito, director of US media and digital branding at Reebok.

“With a growing array of video platforms, and distinct ad capabilities and formats on each, it’s a complex problem to solve. Pixability’s standardised metrics have armed Reebok with the data we need to understand how our ad dollars should be spent across platforms based on specific campaign goals.”

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