Connecting brands

to the right audience

in the right context with
brand safe creators

November 2022
Agenda
1 Market Challenge

2 Industry Solution

3 Channel Factory & YouTube Measurement Program

4 From Brand Safety to Brand Suitability

5 View IQ Product & Channel Factory Solutions

6 Case Study

7 Next Steps
YouTube Opportunity

YouTube is the #1 Video

biggest ad Platform Globally
opportunity
in the world 2B 90
Monthly
%
25-44 yr olds
1B
hrs content
users watch every wk watched daily

Reaching consumers in all target demographics YouTube delivers results

1B
hrs video
500 36
hrs content uploaded million
70% 2x
more likely to buy more aware of
4x
more likely to
watched daily every minute channels it after seeing it new brands research a brand,
on YouTube product or service
on YouTube
Click me!
View Page Source to Find Content Category: People
Click me!
View Page Source to Find Content Category: Howto/ Style
Category: Entertainment
Everything Isn’t
that’s Brand
Brand Safe Suitable

Car commercial alongside ‘Wheels on the Bus’

Brand Safe, but is it Brand Suitable?
No Suitability Strategy on social platforms = Reputational Risk
Misaligned Content Destroys The Impact Of Hard-Working Ads

Ads in Standard Content Ads in Misaligned Content

+9 +1 +7 -2 +7 +2 +5 -1

Impact on purchase intent

diminishes when the ad appears
next to undesirable content

Purchase Intent Brand Respect Brand Quality Brand Trust

Source: The Proximity Effect Report: Quantifying The Impact Of Misaligned Content In The Wild West Of Video, Magna Media Files & Channel Factory
And Brands
Don’t Know
What Content
They’re Running
Against on
YouTube
Misaligned Content Leads to Wasted Impressions_Global Level

28
of bought media
%
is misaligned

Mukbang ASMR Pranks Kids Audio/Music PL

On average, brands see

28% of their media
running alongside
misaligned content
Quality Cost Efficiency Analysis_Local

Campaign Delivered at CPM $1.70

$1.7 Campaign CPM

16,651,366 Campaign impressions

9,158,251 Misaligned impressions: 55%

293,243 Quality impressions

$3.77 qCPM on 7,493, 114 impressions

Common Solutions to Challenges

Use Available Platform Tools Manage it Manually Use a Third Party Tech Provider

Category Inclusion/Exclusion Manual Management Eats

Your Bandwidth
Standard Categories Are Wide
Risk: Over-blocking or Risk: Universal, homogeneous Industry Standard Brand Safety
under-blocking exclusion list across brands Guidelines

Categories Are Set by Risk: Quickly outdated Additional Safety Policies

Content Creators

500
Check 49+ Languages
Risk: Incorrect categorisation
Customised Brand Suitability
Exclusion Lists Are Limited

HRS
Strategy
• Only 5000 words/phrases
• Covers one selected language Quality Assurance Vetted by a
content uploaded
Risk: Running unprotected every minute
Real Human
YouTube Measurement Program

We are 1 of 7
official YouTube
measurement
partners globally
YouTube Measurement Program
Channel Factory Company Snapshot

300+ 20+ 400+

Employees Offices Brands
 What We Do for Brands & Agencies

Protect Brand Increase Return Deeper insights & Align ad spend & Activate purpose
Reputation on Investments transparency brand values driven advertising
Eliminate reputational Stop ad budgets running Deliver a powerful Engage the right Support diverse creators,
damage advertising on against misaligned understanding of audiences with quality, inclusion and corporate
social platforms content, boost KPIs ad spend, in real-time on-brand content responsibility
Evolution from
Brand Safety to
Brand Suitability
Contextual Suitability Drives Performance

GroupM x Channel Factory research finds positive content alignment drives sales growth by 17%

+30% +28% +10% +7% +10% +3% +34%

Retailer Online Retailer Store Subscription Online Subscription Store E-commerce Entertainment FMCG

Regular YouTube YouTube with Contextual Suitability Incremental Effect of Contextual Suitability

Source: The Effect of Digital, YouTube & Contextual Suitability, Group M & Channel Factory, 2021a
Brand Safety Brand Suitability
Protection from universally unsafe content Connection to the right audience in the right context

Global Alliance for Responsible Media Categories Industry-Specific Compliance

Hate speech • Terrorism • Drugs • Adult
Arms • Death • Online Piracy
Military conflict • Crime • Obscene
Harmful content • Tobacco
Human Rights violation
eg Children & Advertising
Contextual Alignment
Content aligns with target audience, your brand values,
code of conduct, and campaign goals

YouTube Brand Safety Guidelines Targeted Languages

Language of creative matches the language of content

Brand Brand
Safety Suitability
is for is for
Everyone You
Deep Analysis of YouTube Video Content

Metadata Analysis Content &

Tags + Keywords + Categories
Creator Quality

Audio transcripts

Title &
Subscriber Count
Content Sentiment*

Direct API Integration *Not publicly available; used internally

Deep Analysis of YouTube Video Content
Deep Analysis of YouTube Video Content

VN Kid Content:
2 Active Channel: 500+
Monthly View: 1,612,857,260
Deep Analysis of YouTube Video Content
Advance Targeting on top of Youtube Capability

Contextual and Seasonal

Content
01 Kid (*) and Teen content
Tet | Valentine | Football | Seagame 2023 |
MegaSales… (*): selected industry only

05 02
Language
Suitability and Quality Score Original language of Content

Included Content Quality at every single

channel level

04 03 Tier 2 Content Category

Strategy Video Games content instead of
Video Gaming in general
Curate Premium YouTube Content

36M+ 25B+ 500hrs

channels monthly views uploaded / min

Industry Standard Brand Safety Guidelines Google Brand Safety Measures + IAB Categories + GARM + 4As

Block Universally Unsafe Content

Channel Factory Safety Policies
Remove 10k words & phrases across 49+ languages

Ensure Dialogue is Brand Suitable Filter out low quality content & channels
Brand Suitability Strategy
Analyse millions of audio transcripts (< 5k subscribers)

Custom Inclusion Lists Verified by a Real Person

Quality Assurance
Final human vetting process ensures Premium Content

< 20K
channels
Channel Factory Go To Market Solution

Safety
1. Seasonal Suitability &
Content
Performance
Align Curate Connect
Safety
Suitability
Performance

3. Data 2. Brand
Licensing (*) Briefed Content

(*) Applicable with any Advertiser that yearly Youtube Budget is $5M++
CASE STUDY
OUR WORKs_42% q.CPM

A B
Global CPG
Brand, P1834
Brand Safety Inventory by Week1- BLS Week 2-3-4 Total
Brand Guideline

Impression 15,221,356 9,236,707 6,418,728 15,655,435

% Budget 49% 30% 21% 51%

CPM Index 100 100.8 101.8 101.2

VTR 37% 31% 39% 35%

misaligned 43% 0.00%

q. CPM Index 175 101.2

 OUR WORKs_High SOV on Precise and Premium Content

Reach World Cup fans

at scale with brand suitable
football channels & creators
FIFA Arsenal VTV 24 Tuyền Văn Hoá Craft highly efficient campaigns with
12.2M+ Subs 2.96M+ Subs 4.49M+ Subs 1.84M+ Subs our tested inventory auction methods
Get exclusive access to prime content
through our proprietary brand
suitability tech and deep YouTube
partnership
Reach your guaranteed demographic
plus custom segments with Comscore
Chelsea Football Club Kplus Sport predictive audiences and deeper IAB
ESPN BLV Quang Huy
3.95M+ Subs Tier 1 & 2 categories
8.67M+ Subs 2.24M+ Subs 553K+ Subs
Curate YouTube with brand safety &
suitability assurance through expert
SEO, Ad Tech, & real human curation

Sports Broadcasters
Curated List
Reach World Cup consumers with our
BBC Sport Liverpool FC
FPT BongDa Đỗ Kim Phúc - highly curated inclusion list of
575K+ Subs 7.69M+ Subs Freestyle Football
864K+ Subs premium Broadcaster, Team &
2.33M+ Subs League, Football Fan channels
featuring world-class football content

Broadcaster Teams & Leagues Local Broadcaster Football Fans

Discussion &
Next Steps
4 Key Takeaways

1
Misaligned content on Youtube: 28%++

Category is declared incorrectly; non iab standard category and platform targeting capability limitation.

2 Contextual Alignment bring sales uplift: 17%++

Power of Brand Suitability of Channel Factory, Official YouTube Measurement Partner

3 •
•
•
Protect Brands by eliminating the risk of reputational damage advertising on social platforms
Increase ROI for Brands & Agencies by stopping ad budgets running against misaligned content
Enable real time insights and powerful transparency into YouTube advertising spend
• Align ad spend, brand values & code of conduct

4 Competitive CPV; Viewability CPM -> qCPV, qCPM

Content Strategy Analysis

Category Breakdown Language 8%

Breakdown 45%

39%

Top Content Category Channels Top Channels by Lowest CPMs

 2023_Content Calendar- H1

Tết - Lunar New Years International Women's Day

FEB

JAN MAR
Happy Valentine
V-League 2023

Children’s Day
Hùng Kings' Festival
Asian Cup 2023
International Workers' Day
Easter

MAY

APR JUN
SEA Game 32
 2023_Content Calendar- H2

Asian Cup 2023 Back to School

FIFA Women's World Cup Full Moon Festival
ASIAD 2023

AUG

JUL SEP
Vu Lan Festival
Back to School
FIFA Women's World Cup

Halloween Xmas
MegaSales MegaSales
ASIAD 2023 Welcome 2024

NOV

OCT DEC
ThanksGiving
Black Friday
Single Day
MegaSales
Channel Factory
channelfactory.com

Thank You
Get in Touch

Email
khanh.ngo@channelfactory.com
Phone
+ 84 9 88 99 74 75
Khánh, Ngô
Country Manager LinkedIn
Vietnam
www.linkedin.com/in/ngogiakhanh