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YouTube Clears Up Metrics Mess by Focusing on These Three Stats

3/21/2017 5:20:19 AM, By Oracle Solutions
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YouTube is looking to clear up some of the metrics mess for advertisers by focusing its attention on three data points: Unique reach, watch time and audibility.

These are the keys to a full understanding of how a YouTube campaign performs, and the site is now including those basics in digital reports it gives marketers.

"These are the core things marketers really need to focus on," said Debbie Weinstein, global managing director for YouTube and video solutions. "We are trying help them understand what really matters."

On Monday, YouTube announced it would update its reporting with these metrics during Europe's Advertising Week.

The changes come as the ad industry tries to get a better account of digital ads and the media supply chain. Brands want to know when their campaigns run as planned across all digital properties, and get accurate measurements.

There has been a push from all the major platforms such as Google, Facebook and Twitter to give more options for marketers to verify the quality of their ad runs. But that also has led to metrics overload and confusion among advertisers that are swimming in stats.

YouTube is emphasizing unique reach, as in the number of individuals who saw an ad; watch time, which shows how many seconds are spent with an ad in total and on average; and audibility, or how often it plays with sound.

Sound has become an important sticking point for brands that are dealing with mobile consumption, which often occurs with sound off depending on the platform.