Via a content and audience-scoring algorithm, OpenSlate siphoned the most relevant tween channels from the pack, including channels like Clevver News and Bethany Mota, where topics like music, beauty and back-to-school were part of the conversation.
In this instance with OpenSlate, the agency went with preroll, but is also looking to combine that with more custom programs on a direct basis with appropriate influencers, Viola said.
Through Vnetic, users can build custom premium content networks within YouTube. Those networks can be targeted via any YouTube buying platform, including AdWords, AdX or programmatically through any DSP.
The I Heart UGG campaign used OpenSlate datasets (produced with the Vnetic planning tool) to target media in the auction via AdWords. When using OpenSlate for enhanced targeting and analytics, Palisades found "5X the efficiency in cost-per-view" than in video campaigns without, according to the agency. Viola said that in addition to OpenSlate, they’re running back-end analysis against ComScore Validated Essentials and demographic data.
“We’re able to see (anonymous) back-end metrics for how long someone’s spent on site, whether someone’s looked up one of our flagship store locations, and we’re using that information to determine who is delivering the most quality audience, most efficiently,” Viola said.
Although Viola acknowledges the agency’s direct-response advertisers are dabbling much more in programmatic buying, on the brand advertiser side – particularly when you consider a brand like UGG with audience sensitivities – having certainty that impressions are running on a brand-safe, and closed-loop environment like YouTube, has been key.