Comscore is to incorporate YouTube and YouTube TV measurement into its signature cross-platform service, Comscore Campaign Ratings.
The service provides advertisers and agencies with a deduplicated view of reach and frequency across linear TV, OTT/CTV, PC and Mobile inventory. It means that advertisers and agencies will be able to understand the viewing of for YouTube and YouTube TV on OTT and connected TV services and the resulting incremental reach of their TV buys.
The addition of YouTube and YouTube TV will enable one of the largest advertising sources for modern cross-platform measurement
“People are watching more YouTube than ever — on mobile, on laptops, and especially on our fastest growing screen, the TV, and we want to ensure advertisers can measure their reach across all devices with third-party partners like Comscore,” says Debbie Weinstein, Vice President, Global Solutions, YouTube. “We also know people are choosing to watch their favorite YouTube content on connected TVs with others, and the inclusion of co-viewing in this new integration will allow advertisers to understand the full scale of the audience they’re able to reach through YouTube CTV campaigns.”
“This is a critical milestone for Comscore and for the industry. Our clients are placing a large portion of their advertising spend with YouTube, and they need a holistic view of how that spend is performing relative to the entire media mix. We’re confident that clients using Comscore Campaign Ratings will have the most complete picture of advertising performance in the market,” said Bill Livek, Chief Executive Officer, Comscore.
As previously published by Comscore, more than 80% of CTV reach in the United States falls on only five streaming services, only two of which are advertising supported.