Rembrand’s primary goal is to enable brands to seamlessly embed products into video content post-production. By leveraging photo-realistic AI for In-Scene Media, brands become part of the story and not an interruption.
However, brands often desire additional retargeting capabilities to incorporate an ad-driven form of measurement. Native product placement gets significantly longer consumer exposure and is far less intrusive than a typical ad - but the downside is the lack of detailed measurement capabilities seen with the typical ad buy.
With Rembrand's Multi-Touch offering, clients are able to retarget consumers who have already been exposed to native in-content virtual product placement, delivering their full branded message via a short video ad. Retargeting reinforces the brand’s message, increases the frequency of brand exposure, and allows for additional measurement capabilities.
How It Works
This capability is provided by Rembrand via YouTube/Google AdWords. Step 1 below is solely Rembrand's Virtual Product Placement, while Step 2 adds Rembrand Retargeting. Step 3 is managed by Rembrand via each retargeting campaign, with reporting provided to brands once the campaign ends. Step 4 requires that the brand sets up Conversion Tracking on their own company site, which Rembrand is able to assist with.
Consumer Perspective
Emily starts her morning by unwinding with a soothing meditation video. As she follows along, she notices something interesting in the video - a bottle of shampoo casually placed in the background.
Later in the day, while looking up a YouTube tutorial, Emily comes across a video ad that catches her attention. To her surprise, it's the same shampoo from the meditation video! The ad reminds her that she is running low on shampoo.
Curious to learn more, Emily clicks on the video ad and finds herself on a landing page with a promotion for the shampoo. Clicking anywhere on that page takes her to the shampoo brand's site.
Emily sees links to buy on Amazon, Target, or Walmart. As a Target Circle member, she quickly notices the Target button and clicks it, adding the shampoo to her cart for her next pickup order.
Brand Perspective
Brands fulfill In-Scene Media with Rembrand, allowing their products to appear in creators’ videos across varying YouTube channel. Anyone who views the In-Scene Media across YouTube is now a new audience source for Rembrand Multi-Touch.
Rembrand executes YouTube ads on behalf of each brand, targeting audiences who have already seen their In-Scene Media within designated creators' videos.
Rembrand links this reinforced brand message to a hosted landing page with a special brand offer designed to maximize the potential of customer action. Brands are provided with metrics on campaign performance, landing page performance, plus brand lift studies where applicable.
If desired, brands are able to track conversion rates for those who visit their website after seeing In-Scene Media and being retargeted with YouTube ads.
Why Add Rembrand Multi-Touch?
In-Scene Media provides a prime opportunity for brands to drive action by retargeting optimal consumer segments that have already been exposed to their product(s), especially after seeing brands via a YouTube creator who they follow or whose video they actively sought out.
In addition to boosting brand awareness and conversion rates, this approach also provides brands with valuable insights into the consumer journey from initial In-Scene Media exposure to expressing interest. It aligns retargeting tactics with influencer marketing, ensuring a more seamless and personalized brand experience for the consumer.
When executing Rembrand Multi-Touch campaigns, this also opens up the potential to start measuring Brand Lift following In-Scene Media. Rembrand is able to execute Brand Lift studies through certain Multi-Touch campaigns and also work with third-party providers for a deeper dive; work with your Rembrand contact for more details.
Given the rise of influencer marketing and the power of personalization in modern digital marketing, this strategy holds significant potential. It blends two highly effective tactics, allowing us to gauge the efficacy of influencer collaborations more accurately and optimize the retargeting process.
Additional Rembrand Resources:
For Brands: Providing Rembrand Retargeting Inputs to start your campaign
For Brands: Setting Up Conversion Tracking (optional, if desired)
For Creators: Enabling Rembrand Retargeting with Google AdWords
Frequently Asked Questions
How do I sign up for Rembrand Multi-Touch as a Brand?
If you are a brand client of Rembrand or looking to launch an In-Scene Media campaign with Rembrand, work with your point of contact directly to add Multi-Touch and determine the details of your campaign.
What do brands need to provide in order to start a Multi-Touch campaign with Rembrand?
Brands will be asked for the inputs below. See help doc here with more detail.
Video Ad: A video ad that aligns with the product(s) virtually placed by Rembrand. This ad will run as pre-roll on YouTube.
Landing Page Example: A consumer-facing web page that promotes the product(s) virtually placed by Rembrand.
Optional Conversion Tracking: A new tag for Rembrand within your company's Google Tag Manager account, if desired.
What can brands expect out of Multi-Touch campaigns with Rembrand?
The primary objective is to increase the frequency of exposure to the brand’s target audience, particularly audiences who have likely already had elongated product exposure via In-Scene Media. Brands will also receive additional Multi-Touch metrics on this ad's performance; driving click traffic to the ad's landing page is a secondary metric. Furthermore, brands may also consider a Brand Lift study to determine whether these campaigns have affected consumer perspectives.
Do I need to run the YouTube ad myself? Do I need to set up Google AdWords? Does YouTube or Google charge me for this?
No. Retargeting campaigns are fully executed by Rembrand, with payment for said campaigns included as part of a brand’s contract. Since campaigns are run via Rembrand’s Google AdWords account on each client’s behalf, neither brands nor creators need to create or manage campaigns via Google. Brands are recommended to add a tag in Google Tag Manager in order to sync conversion tracking per item #4 above, if desired. Creators must link their YouTube account with Rembrand to participate in these campaigns. This is a read-only integration, and creators will never be charged for any media or ad buys.
As a Brand, can I add third-party tracking to Rembrand Multi-Touch?
Unfortunately YouTube, and third-party tools such as Double Verify, do not allow for third-party tracking to be implemented alongside Multi-Touch at this time. Rembrand is happy to discuss each brand's goals, such as optimizing for conversions or frequency caps, to accommodate brand needs.
As a YouTube Creator, why should I enable this capability?
Multi-Touch allows Rembrand to prove the value of each creator’s viewer base, ultimately driving brand renewals to sponsor more creator videos through Rembrand as value is realized. Rembrand will not be able to view any individual's data or make any changes to your YouTube channel via this integration.