Vevo has announced a new partnership with AudienceProject to tap into its SaaS platform for always-on cross-media measurement, including its new integration for YouTube measurement.
Veco can now measure the deduplicated reach and frequency of ad campaigns across its entire network – on mobile, desktop, and CTV (connected TV) – including YouTube and Vevo’s linear FAST (free ad-supported streaming TV) channels on services, such as Samsung TV Plus and Rakuten.
“Vevo connects advertisers to engaged audiences through our vast library of premium, star-powered music videos. With our multi-platform, multi-screen distribution that includes both YouTube and FAST, it’s of paramount importance that we can measure ad campaigns holistically, as one. By working with AudienceProject, the first cross-media measurement partner in the UK to provide third-party cross-media reach measurement of YouTube campaigns across all devices, we can glean new insights, especially around incremental reach,” said Rich Brant, senior director, Advanced TV, Strategy & Partnerships, Vevo.
Advertisers will be able to evaluate their campaigns in a single report, benefiting those who are buying across multiple devices and screens.
Martyn Bentley, commercial director UK, AudienceProject, said the company was proud to have been selected for the project. “Vevo understands the value of cross-media measurement and how it can help advertisers reach their audiences more effectively. We are excited that we can also help Vevo validate the value of its online video and CTV inventory to help its advertisers deploy and optimise their media budgets to the optimal level.”
Vevo’s partnership with AudienceProject is set to expand to additional European territories in 2025.
