Marin Software has teamed up with video distribution and data platform, Channel Factory, to allow marketers to harness their paid search data to improve contextual targeting of their video ad campaigns on YouTube.
“Brands are not effectively leveraging the data from their multi-platform campaigns, and are therefore not able to optimize and gain true insight from the breadth of their marketing efforts,” said Tony Chen, CEO of Channel Factory. “For the first time advertisers who leverage the Marin platform can take top performing keywords and conversion data from their search and social campaigns to increase the performance of their video advertising efforts and vice versa.”
Channel Factory identifies top-performing YouTube videos and distributes brands’ video ads on the popular videos via YouTube’s TrueView ad formats.”By combining search data from Marin Software, advertisers can improve targeting and ad relevancy of their YouTube video ads,” explained Matt Ackley, CMO at Marin Software. “Top performing keywords can be identified in search and then video ads relative to these high-performing keywords can be increased on YouTube.”
Advertisers can both retarget and advertise on a contextually relevant YouTube videos.