CEO Mike Henry describes OpenSlate
as a social video analytics company that focuses on measuring the nature and
quality of content. Concentrating strictly on the measurement aspects of
digital video, specifically YouTube, has given the company a unique perspective
on the treatment of TV inventory in the digital space.
He explains, “Our
quantitative approach to measuring and scoring the value of content to brand
advertisers has made OpenSlate the industry standard for social video data.
Today, we power YouTube media targeting for many of the world’s largest media
buyers.”
Charlene Weisler:
What type of measurement do you use?
Mike Henry: OpenSlate has a proprietary metric called the SlateScore
that quantifies the value of content for advertisers by measuring a channel’s engagement,
consistency, influence and momentum. We also have metrics on content quality,
brand safety and subject matter expertise. And which creators are the most
proficient in developing content in a certain genre. In addition to content
metrics, we have demographic data from YouTube such as age, gender, device and
geography.
Charlene: Age and
gender? Are all 18 year olds alike?
Mike: No, I am sure that they are not. But advertisers still
buy on age and gender. OpenSlate data can help advertisers reach their target audiences
for sure. What makes us different is
that we ensure that advertisers reach that key demo within the highest quality,
brand-safe content on YouTube. We have
the ability to drill down to targeted content as well – so not just Beauty
& Fitness, but Fitness specifically – and within Fitness, Yoga &
Pilates. This gives advertisers the
ability to target the best environment for their message and provides
additional data points for optimization.
You can learn more about the different viewing habits of key demos in
our latest report, How
Content Powers Share Shift.
Charlene: What is
your company’s role in moving TV ads to digital?
Mike: Advertisers are moving from TV to digital anyway,
especially to keep up with younger audiences. They are using OpenSlate to
understand how to best access these audiences and develop creative in order to
engage more with these viewers.
Charlene: What advice
can you give regarding creative development?
Mike: Our data shows what content your audience likes. An
example might be 13-18 year old boys viewing sports. They may prefer extreme
sports to professional sports – which would definitely impact messaging
strategy.
Charlene: What data
do you collect?
Mike: We collect data on more than a million YouTube channels, 200 million videos and billions of daily aggregate data points.
We also cull data from Facebook, Twitter and Instagram as well as performance
data for campaigns. We also look at ad completion and cost-per-view to see what
is more effective for an advertiser.
Charlene: OpenSlate
has been around for 6 years. Have you seen any changes in your business in
those years?
Mike: Over the last two years, we have seen more agencies
and clients interested in spending in online video. We might have been ahead of
the curve six years ago – it might have been a little too soon. However, the
last two years have been active on all fronts.
Charlene: Can you
give me some predictions on your business for the next five years?
Mike: Facebook and Snapchat will become more video-centric
and usable for advertisers. Online video will offer even more programming but
all media will be in each platform’s own sandbox and advertisers will need to treat
each individually. Finally, video influencers will become even more important
and the industry will produce more content with them.
This article first appeared in www.MediaBizBloggers.com
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