By Sahil Patel
Dubbed OpenSlate Select, the product offers data on age and gender distribution by YouTube channel, video, device, and geography. With the information, advertisers can determine where to run their ads on the world’s biggest video site, either by targeting pre-rolls to all YouTube content that attracts a chosen demographic group or sub-group, or by identifying categories and channels that meet a specific audience criteria.
For instance, with OpenSlate Select, advertisers can target pre-rolls to run exclusively on ad-supported YouTube clips that attract the highest concentration of 18- to 34-year-old women, or identify channels within a category that skew more towards one gender.
All of this data is actionable, as OpenSlate Select data supports AdWords for Video as well as major DSPs.
The reach is also guaranteed, according to Outrigger Media CEO Mike Henry, who says the company spent the past six months testing the veracity of OpenSlate Select data with Nielsen’s Online Campaign Ratings tool.
“YouTube has tens of thousands of great producers and now there’s a product that allows media buyers to assess the unique audience that they attract,” he added in a statement. “The game changer is that this audience data can be combined with OpenSlate’s proprietary metrics about the nature and quality of content and then used for targeting ads.”
Founded in 2009, Outrigger is primarily known for its OpenSlate platform, which assesses the quality of ad-supported channels on YouTube via a custom rating — the SlateScore — that takes into account that channel’s performance in terms of engagement, consistency, influence, and momentum.