OpenSlate Releases Demographic Data for YouTube Channels

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YouTube Audience Buying and Content Targeting Come Together with “OpenSlate Select”

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With OpenSlate Select, advertisers can now buy against the breadth of YouTube based on their specific definition of content quality, brand safety, and subject matter expertise, as well as a guarantee that their message is reaching its target audience."

Today, Outrigger Media announced that its OpenSlate platform now includes robust demographic data for all ad-supported content on YouTube. This marks the first time that advertisers on the social video platform can target media based on the exact audience that a channel, video or category of content attracts.

OpenSlate’s new audience targeting data includes age and gender distribution by YouTube channel, video, device and geography. This data lets advertisers understand what their target demographic is watching and plan advertising accordingly. For example, an advertiser can now target pre-roll video ads exclusively to YouTube content that attracts the highest concentration of 18-34 year-old women, or identify high quality cooking channels that skew more male than female.

“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,” said Mike Henry, CEO of Outrigger Media. “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.”

To this end, the company has launched OpenSlate Select, a groundbreaking new program that delivers YouTube media based on highly-customized combinations of content metrics and a Nielsen-backed guarantee of audience reach.

“With OpenSlate Select, advertisers can now buy against the breadth of YouTube based on their specific definition of content quality, brand safety, and subject matter expertise, as well as a guarantee that their message is reaching its target audience,” said Henry.

OpenSlate powers programmatic and auction-based targeting of YouTube ads for many of the largest online media buyers. Its SlateScore is the industry standard for the value of content to advertisers and incorporates proprietary measures of engagement, consistency, influence and momentum.

Outrigger Media, OpenSlate’s parent, also announced today that it has closed $5.2 million in new financing from investors including StarVest, Spring Mountain Capital, Fisher Capital Investments, former J. Walter Thompson Worldwide CEO Chris Jones, TSG Entertainment Finance Managing Partner Chip Seelig, and former CEO of Lowe Worldwide and EVP Interpublic Group Steve Gatfield, among others. This investment will help increase the video distribution platforms that OpenSlate measures and also expand the platform into several new global markets in 2015.

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Kate Ritchie
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