New YouTube Metrics Coming This Year, Google Says

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According to Search Engine Land, Google announced that later this year they would begin reporting viewability metrics for DoubleClick users and selected YouTube advertisers. This announcement and article leads to many questions: What do viewability metrics entail, who will be able to benefit, when will we be able to see this new data, and how can marketers use these metrics to their advantage?



What the Viewability Metrics for YouTube Mean to Marketers

Technically speaking, viewability metrics will be coming for DoubleClick users and only select YouTube advertisers in the coming weeks, but Google did announce that this could change in the future (so we could see more YouTube users getting this type of information). Regardless, there are a few things that marketers will benefit from once viewability is rolled out:

  • Viewability metrics will show you how many people are viewing your ads. Each “view” is counted if the ad is on the screen for at least two seconds.
  • App views will also be added due to the increasing use of mobile viewership.
  • You will have the ability to buy only viewable video impressions across the Google Display Network.
  • Later in the year, Google plans to report on audibility for videos as well as the total amount of time an ad was viewable.

Once again, viewability reporting in DoubleClick for advertisers and publishers comes first, then viewability targeting to the same parties, and then finally viewability reports for YouTube and for video on the Google Display Network.

In other words, if YouTube is your current focus this year, it could be a while before we see these types of metrics, but that doesn’t mean you can’t start preparing with YouTube advertising now.

A Quick Review: Successful YouTube Advertising in 2015

If you’re just getting started with YouTube advertising this year, you’re not alone. All you have to do to get started is visit this page and click “Start Advertising on YouTube.” You’ll then be taken through the process of creating an ad, which will include how much you want to spend, how long you want the ad to run, where and when you want it to run, and of course what and how you want to advertise. Below is the screen you will see:

youtube metrics

As you can see, there are only four steps to creating your campaign, and then you move right on to billing. The hardest part is deciding what type of YouTube ad you want to create.

Aside from advertising, uploading videos and creating a solid YouTube channel is the key to success (and a good starting point). If people visit your YouTube page, you want them to click around the same way you would for your website or social accounts.

If you have any thoughts on YouTube advertising and what has or has not worked for you, we want to hear it.

YouTube Photo via Shutterstock

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HigherVisibility HigherVisibility is part of the Small Business Trends Publisher Channel, offering a full range of professional interactive marketing services. The mission of HigherVisibility is to provide clients “Valuable Solutions with Visible Results.” HigherVisibility works with companies of all sizes, offering advice on topics ranging from keyword research to algorithm updates.

2 Reactions

  1. This is primarily in response to the increased reporting of other video platforms. In a webinar by Acquisio I was viewing they were featuring a company that shows you how many viewers made it through 25%, 50%, 75% and the entire 100%. Advertisers love this kind of insight and if Google wants to get more revenue from YouTube advertising they need to keep pace.

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