US-based media measurement and data analytics company Comscore announced that it’ll now offer deduplicated connected TV measurement for YouTube and Youtube TV.
The company’s agreement with Google will allow advertisers to understand how YouTube and YouTube TV users are consuming content across mobile, desktop and now CTV.
It will also enable them to measure combined co-viewing for YouTube and YouTube TV across OTT/CTV, mobile and desktop, the company said in a statement.
According to Comscore, over 80% of CTV reach in the United States is provided by five streaming services among which only YouTube and Hulu support ads.
“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,” said Debbie Weinstein, VP of Youtube / Video Global Solutions at Google.
‘’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,’’ Weinstein said.
Comscore CEO Bill Livek said: “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.“