YouTube is making it easier for brands
to measure the full impact of organic and paid advertising based on user-generated content and creator collaborations running on a brand's channels on the platform.
The company on Thursday
introduced the "brand pulse report" to better measure where a brand’s message drives the most impact across the platform. The idea is to maximize return on ad spend.
Historically, it has
been challenging to measure performance and ROI, according to Romana Pawar, senior director of product management at YouTube Ads.
The brand pulse report uses data powered by Google AI —
multimodal support — to evaluate the brand’s presence across YouTube by detecting brand mentions via visuals such as brand logos, and product shots, as well as language in audio, and video
titles.
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“If a creator uses or mentions your product in passing, we recognize it and capture it,” Pawar wrote in a blog post.
Metrics like “Total Unique Viewers”
will help to understand the brand’s unique audiences. A metric that YouTube calls “% share of watch time” helps contextualize the brand’s presence within its category.
The brand pulse report uses Google AI to capture even passing mentions of a brand across the platform, such as when a creator mentions a product in a non-sponsored “get ready with me”
video in an organic way, and incorporates this into the metrics for more extensive insights.
She wrote that YouTube is "incorporating metrics that demonstrate how your paid ads on
YouTube can lead to more views on organic videos — a previously underreported value for paid media — and how users seeing both your paid and organic videos together leads to searches for
your brand,” she wrote.
Brands can also boost popular organic videos about their brand with partnership ads and use audience insights from the brand pulse report to create new content.
YouTube collaborated with Influential, which supports influencer
marketing, to gain additional feedback and ensure that the report allows brands to translate data directly into the most effective strategies.
The report is available to select
advertisers, but YouTube expects to expand the offering in the future.