For advertisers, TV is easy. Know the top-tier cable channels and a few broadcast networks and you're done.
Not so on YouTube, where high-quality videos with devoted subscriber-bases are there but not easily found, unless you know what you're looking for.
Enter Outrigger Media, which set out several years ago to make buying YouTube easier with a scoring system called OpenSlate to rate more than 200,000 video producers on criteria like content quality, brand safety, frequency, and subject matter expertise.
"Brands are not buying as much YouTube because they don't trust the content," said Outrigger Media CEO Mike Henry.
Now the online video ad company has created a media-planning tool called Vnetic that serves to pinpoint the YouTube channels best suited to a brand's campaign and weed out the unwanted. Advertisers can use Vnetic to "create and curate their own premium content network inside YouTube," he said.
Vnetic takes an advertiser's desired audience targets and then compiles a list of YouTube channels that best fit those targets.