Vidooly, India’s first video intelligence startup has launched a “Brand Safety” tool for advertisers, brands and agencies globally. “Brand Safety” refers to the concept where a brand’s ads are displayed over or associated with content that violates the brand guidelines or brand philosophy. Given that digital ads are managed programmatically and controlled by algorithms hence sometimes advertisers may find their brand campaigns associated with content on pornography, hate videos, illegal content and the likes.
Brand Safety has become a major issue worldwide amongst advertisers and major brands have pulled back their digital ad spends in light of this.
This tool which has been created by the in house technology team at Vidooly uses a combination of Artificial Intelligence, Machine Learning and Big data to examine every pixel of content before an advertiser wants to place their ads in that content. Vidooly already tracks 500 million viewers and 250 million videos across Youtube, Twitter, Instagram and Facebook. Using its massive repository of data on these videos, Vidooly was able to draw on its experience and used deep learning algorithms to understand nature of the content across millions of videos at once.
“In terms of digital ad spends, the rising internet penetration and smartphone adoption has led to a gradual shift from TV & Print.
However due to multiple platforms on digital and lack of standardization, brands are still wary of going all out with digital video given multiple issues around the same such as “Brand Safety”. If you are spending millions of dollars on ads, then you want to make sure that your ads are viewed by the right audience and is associated with the right content. With Vidooly’s brand safety tool, we are offering that added level of safety and making sure that the videos on which the ads are served don't cross the brand guidelines. With this robust mechanism in place, I don't see a reason for brands to hold back anymore," said Subrat Kar, CEO, Vidooly.
While this tool is currently available only for advertisers on Youtube, Vidooly will gradually expand its offerings to other video platforms such as Facebook, Twitter and Instagram. With this offering which is a first of its kind in the world, Vidooly hopes to attract advertisers and brands of all sizes and irrespective of their marketing budgets.
According to a study by CII-KPMG, digital advertising in India is expected to cross Rs 25,500 crore by 2020. In 2016, share of digital spends were only at 12.7% and is growing at a CAGR of 33.5% annually. Internationally only about 50% of the global population is connected online and India and China have have 2.4 billion mobile connections. Given the untapped opportunity in the emerging markets such as India, advertisers are looking forward to increase their spends but are also cautiously doing so since they don’t have granular control on the digital ads. Vidooly’s brand safety technology aims to address this concern by advertisers.