Over the past several months, we’ve watched the largest video platforms make large-scale improvements to address brand safety. They honed their filters, updated their monetization policies, invited top independent measurement providers to the table and improved transparency.
It’s clear that the platforms feel and bear the burden of eliminating brand-unsafe content – the undeniably reprehensible videos that no advertiser would want to appear beside.
Categories: Social Media
OpenSlate, which helps online video ad buyers understand YouTube content in order to plan and optimize their ad spending, has released a post-campaign brand safety auditing solution. The new solution leverages the same data set OpenSlate has collected on 350 million plus YouTube videos, allowing buyers to close the loop and better understand how their campaigns delivered against brand safety parameters.
OpenSlate, which provides contextual data on YouTube channels to 600+ advertisers and agencies, has raised a $7 million round led by North Base Media and hired 2 new senior executives.
New COO JoAnna Foyle was most recently SVP of Enterprise Platform Services at AOL and will oversee client services, account management, enterprise partnerships and business operations at OpenSlate. Brian Quinn takes over as President of OpenSlate, a newly-created role, heading up domestic and international sales, business development and strategic partnerships. He was most recently Chief Revenue and Innovation officer at Triad Retail Media, which was acquired by WPP/Xaxis last October.
OpenSlate has released data revealing vastly different YouTube viewing for men vs. women. OpenSlate said that 62% of YouTube views by women aged 18-34 are in the Beauty & Style category, more than 10x the viewership of the next category, Health & Fitness, which had a 6% share.
The Beauty & Style category is dominated by Face & Body Care, which accounts for 40% of the views, followed by Make-Up & Cosmetics (34%) and Hair Care (13%). OpenSlate also found that Beauty & Style has the highest women 18-34 audience composition, followed by Food & Drink (38%) and Shopping (33%).
The convergence of video and TV advertising is everywhere these days. The latest evidence is a new tool that OpenSlate unveiled last week that gives ad buyers the ability to screen YouTube inventory based on custom criteria and then see how it translates into TV-equivalent reach and demographics.
OpenSlate’s CEO Mike Henry demo’d the new YouTube GRP Planning Tool for me last week, illustrating how buyers can enter target audience information to build an “unwired TV network,” then enter a budget and see how this equates to Total Rating Points and GRPs for a YouTube campaign.
Not so long ago, content on YouTube was mostly user-generated, leaving advertisers uninterested. But now things have changed dramatically. Content has been professionalized by a vast range of independent creators, who are attracting huge audiences, especially among younger viewers. This was the key context for the 2014 surge in M&A activity among multichannel networks (MCNs) like Maker Studios, Fullscreen, AwesomenessTV, etc.).
In parallel, there have been significant innovations in how to monetize YouTube content. The latest is Outrigger Media's new OpenSlate demographic data, allowing advertisers improved targeting across 250K+ YouTube channels and Nielsen-backed audience guarantees in a program called "OpenSlate Select." The demo data complements OpenSlate's traditional "SlateScore" scoring of YouTube channels based on engagement and influence.
Independent online video production is flourishing, helped along by investments from major players like YouTube, Yahoo, AOL and others, and the enthusiasm of thousands of mom and pop creators looking to carve out a valuable niche audience. But unlike the pay-TV business, where content is supported by advertising and distributor fees, virtually all online video relies solely on advertising. Independents face the acute challenge of conveying the value of their content and audiences to media buyers who are increasingly overwhelmed by the choices in front of them.
To address this problem, this morning Outrigger Media is announcing the beta launch of OpenSlate, a marketplace for online video that uses a proprietary "SlateScore" to consistently measure the value of over 10,000 different video productions. SlateScore measures a video's reach, engagement, influence and consistency - attributes that buyers look for when assessing "premium content" - by ingesting and analyzing thousands of data points about the videos' viewer behavior.