Outrigger Media Tries to Simplify YouTube for Brands

/ Jun 10, 2014

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In an effort to help advertisers better execute scaled ad buys on YouTube, Outrigger Media has unveiled Vnetic, a media-planning tool that allows clients to create and curate personalized YouTube content networks that they want to advertise on.

Vnetic draws on data available via Outrigger’s OpenSlate platform, which assesses and evaluates more than 220,000 YouTube channels based on measures such as quality of content, engagement, and influence.

Based on this information, and using Vnetic, advertisers will now be able to select which channels they want to advertise on, and which ones they don’t. In total, there are more than 70 million ad-supported videos on Youtube that Vnetic can connect advertisers to, says Outrigger.

“Given the breadth of content on YouTube, helping brand advertisers better understand what’s available on the platform is a priority for us,” says Sarah Baehr, SVP and group director, digital strategy, at media-buying firm Carat USA. “Vnetic will help us make more informed buying decisions on YouTube and represents an opportunity to increase the reach and efficiency of our client’s video buys.”

Outrigger says Vnetic has been in beta since April, and is currently powering YouTube campaigns for more than 20 “blue chip advertisers.”

“Programmatic video media buying has been hampered by a scalable means to control the environment in which ads run,” adds Outrigger CEO Mike Henry. “Every brand advertiser has to balance reach and price against context and brand safety. Vnetic offers a quantitative and scalable way to address these needs while leveraging the TV-sized audience that YouTube offers.”

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