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ATTENTION VENDORS TEAM UP TO CRACK THE YOUTUBE MEASUREMENT CODE | ADEXCHANGER
Home CTV Attention Vendors Team Up To Crack The YouTube Measurement Code
CTV
ATTENTION VENDORS TEAM UP TO CRACK THE YOUTUBE MEASUREMENT CODE
By Anthony Vargas
Thursday, November 2nd, 2023 – 9:00 am
SHARE:
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YouTube and connected TV are hot media channels, but they’re also among the ad
market’s most impenetrable black boxes.
Making matters more complicated for marketers is that viewers are increasingly
watching YouTube via CTV, where measurement signals are even scarcer than on the
web.
CTV now accounts for 38% of all time spent watching YouTube, according to TV
measurement company TVision. Meanwhile, YouTube accounts for 17% of all CTV
watch time, making it the most-watched CTV app.
With YouTube’s CTV viewership growing, TVision and attention measurement company
Playground XYZ announced a partnership on Thursday to measure attention on
YouTube’s CTV app and fill in some data blanks for advertisers.
Going around the black box
Both TVision and Playground XYZ can measure the attention viewers pay to ads via
opt-in panels. TVision contributes the CTV data, and Playground XYZ contributes
the web and mobile data. Together, this provides an actionable measurement
signal for marketers so they don’t have to rely on YouTube or Google.
The new partnership combines their panel data and uses the attention-scoring
capability within Playground’s Attention Intelligence Platform as a shared
resource. The combined data set is available to any of Playground XYZ’s clients
through the company’s dashboard.
Because both companies also measure attention in several other media channels,
the combined attention scoring can be used to compare YouTube campaign
performance to linear TV, as well as other CTV apps and even mobile, said
TVision CEO Yan Liu.
In addition, there’s also a cross-channel component for measuring performance by
device type, because together the companies can measure YouTube on CTV, mobile
and desktop, said Playground XYZ CEO Rob Hall.
The partnership is already producing some interesting cross-channel findings.
For example, TVision found that viewers are 14% more attentive on average when
watching a CTV app than they are when watching linear TV. And viewers are 74%
more likely to watch CTV with another person than they are when watching linear
TV.
Playground XYZ also found that YouTube’s bumper and non-skippable ad formats
receive 25% less attention on CTV devices – meaning smart TVs – than on other
devices. That’s likely because viewers typically leave the room or pay attention
to their mobile devices during ad breaks when they’re watching on their TV.
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Such insights can help advertisers with campaign optimization based on device
type, Hall said. Playground XYZ’s dashboard breaks down attention data using
parameters such as targeting method, ad creative, ad format, time of day and day
of the week, all of which can be used to direct spend toward the tactics and
strategies that garner the most attention.
The TrueView on attention standardization
One thing the partnership won’t help marketers measure, however, is campaign
performance across YouTube’s TrueView audience extension and its network of
third-party Google Video Partner (GVP) sites.
That’s because the partnership is only suited for measuring in-app YouTube ad
inventory, which is equivalent to a user visiting youtube.com. TrueView also
includes off-site ad inventory from the GVP network.
And, unfortunately, the lack of standardization in attention metrics across
vendors means it isn’t easy to compare YouTube inventory to GVP inventory.
Even if an advertiser used Playground XYZ and TVision to measure YouTube
inventory and another attention vendor to measure off-site inventory, comparing
the data would be like comparing apples to oranges, Hall said.
To get a holistic picture of attention across YouTube’s audience extension
network would require more standardization and cooperation between measurement
vendors.
But the partnership between TVision and Playground XYZ is a productive first
step toward shedding more light into YouTube.
“Measurement companies need to work together to provide as much data as possible
to brands,” Liu said. “Because even if Google has some data, they’re not sharing
all that data back to the clients.”
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