Outrigger Media today announced Vnetic, a platform that lets advertisers create and curate dynamic premium content networks on YouTube. The platform draws on proprietary data about the nature and quality of content and gives marketers a valuable new tool to safely and efficiently buy into the maximum reach of YouTube’s audience.
Vnetic, from the creators of OpenSlate, connects programmatic video buying with data about the quality, brand safety, and subject matter expertise of producers, as well as the audience that they deliver. For the first time, advertisers can program exactly where their ads will run from more than 70 million ad-supported videos on YouTube.
“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 Group Director, Digital Strategy, 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.”
Vnetic puts control and transparency into the hands of the advertiser. Using content and engagement data for more than 220,000 YouTube channels, brands set scalable and adaptable definitions about where their content should run, and where it should not.
“Programmatic video media buying has been hampered by a scalable means to control the environment in which ads run,” said Mike Henry, Outrigger Media’s CEO. “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.”
The Vnetic platform has been in beta since April and is currently powering YouTube video campaigns for more than 20 blue chip advertisers.