Outrigger Launches Metric for Online Video Sites

New York-based online video specialist Outrigger Media has launched a marketplace service, OpenSlate, which analyses the engagement, influence and consistency of web properties to help advertisers plan and assess their strategies and open up untapped ad potential.

OpenSlate tracks more than 10,000 online video producers, measuring their ability to attract, engage and influence audiences, and compiling a combined measure of their quality, the SlateScore. It also gives measures for three key premium video content attributes: audience engagement, influence and consistency over time.

Outrigger says that of the top 100 SlateScores, 31 come from channel producers in the Gaming category, 22 from Music and 12 from Comedy. The average SlateScore is currently 310, while the top brands as producers include Call of Duty (SlateScore 610 and over 5 million monthly views); Red Bull (670 and over 9 million; and Google (631 and over 17 million). The top performing YouTube funded channel is SourceFed, with a SlateScore of 736 and over 20 million monthly views.

Founder and CEO Mike Henry comments: 'There's a large and growing class of online video content that holds enormous untapped potential for advertisers. The OpenSlate platform shines a bright new light on thousands of online video channels and effectively opens them up for business.'

The company was launched early in 2009 and in March this year announced a Series A round of equity financing led by Spring Mountain Capital. Web sites are at www.outriggermedia.com and www.openslatestudios.com .