Even though advertisers are pouring money into YouTube, there’s still a lot of debate over the metrics that should be used to measure those campaigns. Famous Birthdays offers one notable rubric via its “velocity” data, and those figures are the subject of a new partnership. Famous Birthdays and Pixability have announced a pact that will integrate velocity numbers into the latter company’s Super Signal Aggregation (SSA) technology.
Since its 2012 launch, Famous Birthdays has tracked the creator economy by measuring internal search traffic from a user base that now includes 25 million unique visitors per month. The frequency of specific searches informs Famous Birthdays’ velocity numbers and its rankings of trending creators. By relying on its homegrown statistics, the so-called “IMDb for creators” was one of the first companies to clock the rise of now-ubiquitous social media stars like Charli D’Amelio and Addison Rae.
Pixability, a longtime operator in the world of YouTube marketing, recognized that Famous Birthdays’ velocity numbers can be a goldmine for brands. By incorporating that data into SSA — which in turn powers the company’s AI-driven, contextual targeting option for advertisers — Pixability is giving its partners new ways to reach YouTube-based audiences.
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The early results of that partnership have been promising. According to a joint press release from the two companies, early adopters of the fresh data have seen conversions rise by 31% and engagement go up by 58% when channels dubbed “high-velocity” by Famous Birthdays are incorporated into Pixability-run campaigns.
In a statement, Pixability CEO David George said that the Famous Birthdays data is the “newest piece to further enrich our YouTube campaign planning.” Famous Birthdays Founder Evan Britton described the partnership as a rare opportunity for his company to step outside of its independent mindset. “Pixability is a company that believes, as I do, that the future of marketing will be driven by creators,” Britton said. “Together, I know we can build a better way to help brands chart their best future on YouTube by leveraging creators that are rising right now and using our proprietary platform-agnostic rankings.”
Microinfluencers and other under-the-radar creator partners are becoming more powerful in the world of influencer marketing, so the time is right for Famous Birthdays to capitalize on the potential of its velocity data. Through its search traffic, the 13-year-old company knows who’s next — and Pixability is ready to share those secrets with advertisers who are willing to pay attention.
