Comscore To Offer Deduped CTV Measurement Across YouTube, YouTube TV
- by Karlene Lukovitz @KLmarketdaily, August 9, 2021
Comscore and Google are expanding their relationship to incorporate YouTube and YouTube TV measurement into Comscore Campaign Ratings.
The ratings service is a cookie-less solution that provides advertisers and agencies with a deduplicated view of reach and frequency across linear TV, OTT/CTV (including measurement for co-viewers), PC and mobile inventory.
The new capability will let marketers measure combined co-viewing for YouTube and YouTube TV across OTT/CTV, as well as desktop and mobile, along with the incremental reach to their linear TV buys, according to Comscore.
More than 80% of CTV reach in the U.S. occurs through five streaming services, and only two — YouTube TV and Hulu — are ad-supported, notes the measurement firm.
“People are watching more YouTube than ever — on mobile, on laptops, and especially on our fastest-growing screen, the TV,” and choosing to watch YouTube content on connected TVs with others, says Debbie Weinstein, vice president, global solutions, YouTube. “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."2 comments about "Comscore To Offer Deduped CTV Measurement Across YouTube, YouTube TV".
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Karlene, while it can be assumed that a user who has YouTube content on his/her smartphone, tablet or PC screen is probably the one who might be watching how do they determine who is "watching" when measuring device activity for "linear TV" or streaming venues when the content is displayed via a TV set---it might be anybody---or nobody---- at a particular point in time?
Good point Ed. Another important measure to be taken into account is 'duration'. For example, I am aware of at least one mobile app that as you swipe through your feed video links and URLs are credited.