{"id":615527,"date":"2023-03-08T08:49:51","date_gmt":"2023-03-08T14:49:51","guid":{"rendered":"https:\/\/news.sellorbuyhomefast.com\/index.php\/2023\/03\/08\/future-of-tv-briefing-youtube-makes-its-case-for-the-tv-ad-industrys-measurement-makeover\/"},"modified":"2023-03-08T08:49:51","modified_gmt":"2023-03-08T14:49:51","slug":"future-of-tv-briefing-youtube-makes-its-case-for-the-tv-ad-industrys-measurement-makeover","status":"publish","type":"post","link":"https:\/\/newsycanuse.com\/index.php\/2023\/03\/08\/future-of-tv-briefing-youtube-makes-its-case-for-the-tv-ad-industrys-measurement-makeover\/","title":{"rendered":"Future of TV Briefing: YouTube makes its case for the TV ad industry\u2019s measurement makeover"},"content":{"rendered":"<div>\n<p>This week\u2019s Future of TV Briefing looks at the measurement principles YouTube released on Tuesday and how the Google-owned video platform fits into the broader measurement overhaul.<\/p>\n<ul>\n<li>TrueView?<\/li>\n<p id=\"piano-meter-offer\">\n<li>TV industry\u2019s joint measurement committee, Paramount\u2019s potential BET sale, ESPN\u2019s central streaming strategy and more<\/li>\n<\/ul>\n<h2 id=\"h-trueview\">TrueView?<\/h2>\n<p><strong>The key hits:<\/strong><\/p>\n<ul>\n<li>YouTube has published a set of measurement principles that the platform hopes to become an industry baseline.<\/li>\n<li>YouTube wants the Media Rating Council\u2019s viewable impression standard to be the basis for measuring impressions.<\/li>\n<li>YouTube\u2019s principles are likely to be met with resistance by the traditional TV industry that has drafted its own measurement requirements.<\/li>\n<\/ul>\n<p>As TV networks and streaming services sort out the overhaul of TV advertising\u2019s measurement system, YouTube wants to make sure it\u2019s not left sitting on the sidelines. And ad buyers want YouTube to be part of the process to deliver on the promise of true cross-platform TV and video measurement. How the Google-owned video platform fits into the new TV measurement landscape isn\u2019t so straightforward, though.<\/p>\n<p>\u201cIf we\u2019re trying to look at a new cross-platform video measurement solution, if it doesn\u2019t have YouTube, it\u2019s not complete. Really, the challenge continues to be which version of measurement will win \u2014 or several of them might \u2014 and how much YouTube will be in charge of that,\u201d said an agency executive. \u201cIt feels like very much a struggle right now as to who\u2019s taking charge of this.\u201d<\/p>\n<p>In its bid to take a leadership position on the issue, YouTube plans to publish a set of principles on Wednesday that the platform believes should govern the third-party cross-platform measurement ecosystem. Unsurprisingly, the first principle demands that measurement providers \u201cprovide a unified view of audiences across TV, CTV\/OTT, and online platforms,\u201d according to a copy of the <a href=\"https:\/\/blog.google\/products\/ads-commerce\/charting-the-course-for-third-party-cross-media-audience-measurement\/\" target=\"_blank\" rel=\"noreferrer noopener\">company blog post<\/a> that was shared with Digiday.<\/p>\n<p>\u201cOur hope is that these five principles that we outlined for the industry really becomes a charter from which the industry can rally around to make sure that the ultimate solutions that get built are ones that serve the best interests of our marketers and our viewers,\u201d Kate Alessi, managing director on Google\u2019s YouTube and video solutions team, said in an interview.<\/p>\n<p>As the agency executive quoted above indicated, the ultimate aim underpinning YouTube\u2019s principles appears to have the support of ad buyers. \u201cYouTube is the largest source of connected TV ad inventory, and it\u2019s one of the first places a lot of our brands anchor their video plans. We\u2019re obviously active with a lot of others in the premium video space, NBCUniversal among them, but we will value methodologies that measure cross-screen viewership and consumption of all content types wherever possible and wherever there\u2019s third-party accreditation,\u201d said Kevin Cahn, associate vp at digital agency Kepler.<\/p>\n<p>However, YouTube has its work cut out for it with respect to getting the full industry to rally around some of its principles.\u00a0<\/p>\n<p><strong>The impression baseline principle<\/strong><\/p>\n<p>Among YouTube\u2019s principles is a call for the industry to use the Media Rating Council\u2019s viewable impression standard \u2014 that 100% of ads be displayed on screen for at least two consecutive seconds to count as an impression \u2014\u00a0 \u201cas the basis for counting impressions, reach and frequency,\u201d per the platform\u2019s blog post.<\/p>\n<p>\u201cAt the end of the day, our belief is that we need comparable standards that we all can agree to. The MRC has set forth the viewable impression, which we believe is a good standard that the industry should rally behind,\u201d Alessi said.<\/p>\n<p>Members of the traditional TV industry seem to share a different belief. \u201cTwo seconds is pretty freaking \u2014 it\u2019s too small. It\u2019s stupid. I don\u2019t think clients are going to want that,\u201d said a TV network executive.<\/p>\n<p>Some agency executives seem okay with it, though, if only as a starting point. \u201cWe could have a lengthy conversation about the validity of the MRC definition of viewable video impressions. But I just think it\u2019s important that they\u2019re graded consistently. That MRC [standard] probably makes the most sense because it\u2019s an established norm,\u201d said a second agency executive. Nonetheless, the buy-side executives acknowledged that the MRC viewable impression standard is a low threshold that TV networks and major streaming services would easily exceed.\u00a0<\/p>\n<p>\u201cIt\u2019s like, \u2018Fine, start there.\u2019 It\u2019s very easy to meet. To the networks\u2019 point, it\u2019s too low to differentiate them,\u201d said the first agency executive.<\/p>\n<p>Therein lies the rub.<\/p>\n<p><strong>The Joint Industry Committee<\/strong><\/p>\n<p>YouTube\u2019s call for a unified view across TV, streaming and online platforms contrasts with the traditional TV industry\u2019s preference for a more partitioned perspective. Traditional TV industry members, such as trade organization VAB, <a href=\"https:\/\/digiday.com\/future-of-tv\/future-of-tv-briefing-tv-advertisings-measurement-landscape-remains-in-a-state-of-upheaval\/\">have sought draw a line<\/a> between what they consider to be \u201cpremium\u201d video platforms \u2014 for example, traditional TV networks and streaming services carrying TV and TV-quality programming \u2014 and what they describe as user-generated or social video platforms \u2014 for example, YouTube and TikTok.\u00a0<\/p>\n<p>Indeed, on Monday, the Joint Industry Committee \u2014 a consortium of TV network owners, media agencies, industry groups OpenAP and VAB as well as Roku \u2014 published its own set of principles of sorts that sequesters platforms like YouTube. The group\u2019s <a href=\"https:\/\/assets.ctfassets.net\/5ri495foev39\/4hDp5T3YkZerF8Si5Ttb29\/a767d5da72f1e79451ab9db5fb06e87e\/JIC_CurrencyRequirements_3.1.2023.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">\u201cBaseline Requirement for Cross-Platform Video Currencies\u201d<\/a> are designed to concentrate on \u201cthe entire premium video advertising marketplace,\u201d but the document never defines what it considers to be \u201cpremium video.\u201d However, it does call for measurement providers to \u201cseparately report out by inventory type (premium video versus UGC or social).\u201d<\/p>\n<p>Whether and when the two sides may reconcile is anyone\u2019s guess. When YouTube recently previewed its measurement principles for agency executives, the executives asked the platform\u2019s employees why YouTube has not joined the Joint Industry Committee. YouTube\u2019s employees gave them the same response that Alessi gave me when I asked her the same question: \u201cWe have not been invited to join the Joint Industry Committee,\u201d she said, before noting that Google is <a href=\"https:\/\/digiday.com\/marketing\/pg-unilever-join-forces-platforms-lead-latest-cross-media-measurement-push\/\">participating in the World Federation of Advertisers\u2019 cross-media measurement initiative<\/a>.<\/p>\n<p>\u201cIt\u2019s great to have a set of principles. But [YouTube] having your set of principles and the rest of the industry trying to figure it out over here [through the Joint Industry Committee], how much is that helping the industry,\u201d said the first agency executive.<\/p>\n<p><strong>The currency question<\/strong><\/p>\n<p>Of course, much of this may be for naught. The overhaul of TV advertising\u2019s measurement system largely centers on the measurements used as the basis for the transactions, <a href=\"https:\/\/digiday.com\/media\/wtf-is-the-difference-between-measurement-and-currency\/\">i.e. measurement currencies<\/a>. It\u2019s in the title of the aforementioned JIC document, after all. But YouTube seems reticent to announce its intent to support third-party measurements as currencies for its dealings with advertisers. I spent roughly eight minutes asking Alessi various versions of this question. The closest I got to a clear answer was this:<\/p>\n<p>\u201cAt the end of the day, we are setting forth principles that we will use to evaluate how we work with our third-party partners. The third-party partners ultimately are the ones who are making the determination around the ultimate solutions that they offer for their advertisers. So our focus with these principles is really to outline how we will work [with] and support third-party partners and ultimately what we would love our advertisers and agencies to also do as they think about engaging with third-party partners on a go-forward basis,\u201d Alessi said. \u201cDoes that make sense?\u201d<\/p>\n<h2 id=\"h-what-we-ve-heard\">What we\u2019ve heard<\/h2>\n<blockquote>\n<p>\u201cIn terms of writing original scripts with context, a producer can, in a day \u2014 if all the information is there for you and you\u2019re just sort of piecing it together \u2014 they can do two to three of those scripts in a day, from start to finish, pitching to producing, editing and getting it up.\u201d<\/p>\n<p><cite>\u2014 <a href=\"https:\/\/digiday.com\/future-of-tv\/how-nbc-news-devan-joseph-and-stephanie-scrafano-cover-the-news-on-tiktok\"><em>NBC News executive producer of original social video Devan Joseph on the Digiday Podcast<\/em><\/a><\/cite><\/p><\/blockquote>\n<h2 id=\"h-numbers-to-know\">Numbers to know<\/h2>\n<p><a href=\"https:\/\/variety.com\/vip\/black-americans-continue-to-be-underserved-in-fast-1235533999\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>2%:<\/strong><\/a>\u00a0Percentage share of free, ad-supported streaming TV channels that are aimed at Black audiences.<\/p>\n<p><a href=\"https:\/\/www.nexttv.com\/news\/top-14-pay-tv-operators-shed-nearly-8-of-their-subscribers-in-2022-leichtman-q4-cord-cutting-report\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>-5.9 million:<\/strong><\/a>\u00a0Number of subscribers that the top 14 U.S. pay-TV services collectively lost in 2022.<\/p>\n<p><a href=\"https:\/\/www.tubefilter.com\/2023\/03\/03\/zach-king-made-2918-from-196-million-views-during-the-first-month-of-youtube-shorts-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>$2,918:<\/strong><\/a>\u00a0How much money creator Zach King made in the first month of the YouTube Shorts ad revenue-sharing program with 196 million views.<\/p>\n<p><a href=\"https:\/\/thestreamable.com\/news\/report-ad-supported-streaming-continues-to-rise-as-64-percent-of-americans-now-use-at-least-one-avod-service\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>11.6:<\/strong><\/a>\u00a0Average number of streaming services and social video platforms that people in the U.S. used in the fourth quarter of 2022.<\/p>\n<h2 id=\"h-what-we-ve-covered\">What we\u2019ve covered<\/h2>\n<p><strong>How NBC News\u2019 Devan Joseph and Stephanie Scrafano cover the news on TikTok:<\/strong><\/p>\n<ul>\n<li>The primary poles of that TikTok strategy are the newsier videos produced by Scrafano\u2019s nine-person team and then the feature-esque explainers created by Joseph\u2019s six-person team.<\/li>\n<li>Joseph and Scrafano shared some TikTok tricks on the Digiday Podcast.<\/li>\n<\/ul>\n<p><em>Listen to the latest Digiday Podcast episode\u00a0<a href=\"https:\/\/digiday.com\/future-of-tv\/how-nbc-news-devan-joseph-and-stephanie-scrafano-cover-the-news-on-tiktok\">here<\/a>.<\/em><\/p>\n<p><strong>As influencer marketing continues to mature, here\u2019s why brands are hiring creators as \u2018creative directors\u2019:<\/strong><\/p>\n<ul>\n<li>Visible has been reducing the number of creators it works with to emphasize fewer, more collaborative relationships.<\/li>\n<li>Some brands\u2019 work with creators has expanded beyond using the latter for media placement.<\/li>\n<\/ul>\n<p><em>Read more about brands\u2019 creator relationships\u00a0<a href=\"https:\/\/digiday.com\/marketing\/as-influencer-marketing-continues-to-mature-heres-why-brands-are-hiring-creators-as-creative-directors\/\">here<\/a>.<\/em><\/p>\n<p><strong>Wall of Productions aims to fill the creator economy gap that traditional production businesses can\u2019t:<\/strong><\/p>\n<ul>\n<li>The marketing services company originated as an online comedy network in 2015 before forming its production arm.<\/li>\n<li>The company has worked with brands including Foot Locker, Spotify and McDonald\u2019s.<\/li>\n<\/ul>\n<p><em>Read more about Wall of Productions\u00a0<a href=\"https:\/\/digiday.com\/marketing\/wall-of-productions-aims-to-fill-the-creator-economy-gap-that-traditional-production-businesses-cant\/\">here<\/a>.<\/em><\/p>\n<h2 id=\"h-what-we-re-reading\">What we\u2019re reading<\/h2>\n<p><a href=\"https:\/\/variety.com\/2023\/tv\/news\/media-buyers-roku-join-media-giants-in-bid-to-certify-measurement-1235543528\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>TV industry\u2019s measurement committee:<\/strong><\/a><br \/>The Joint Industry Committee comprised of TV networks and industry organizations seeking to standardize TV advertising\u2019s measurement makeover has brought seven media agencies as well as Roku into the fold, according to Variety.<\/p>\n<p><a href=\"https:\/\/www.wsj.com\/articles\/paramount-global-explores-sale-of-majority-stake-of-bet-media-group-92dc2826\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Paramount\u2019s potential BET sale:<\/strong><\/a><br \/>Paramount is considering selling BET and sibling cable TV network VH1, and Tyler Perry is among the potential buyers, according to The Wall Street Journal.<\/p>\n<p><a href=\"https:\/\/www.cnbc.com\/2023\/03\/02\/espn-live-sports-streaming-hub.html\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>ESPN\u2019s central streaming strategy:<\/strong><\/a><br \/>ESPN has talked with sports leagues and media companies about adding a feature on its properties to link to streaming sports broadcasts carried by others, according to CNBC.<\/p>\n<p><a href=\"https:\/\/www.adweek.com\/convergent-tv\/weak-tv-ad-market-buyer-uncertainty-upfront-negotiations\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>TV advertising\u2019s downturn:<\/strong><\/a><br \/>Advertisers are spending less money on TV, which portends a potentially weak upfront market if advertisers find flexibility lacking and flock to connected TV and digital video options instead, according to Adweek.<\/p>\n<p><a href=\"https:\/\/www.theverge.com\/2023\/3\/1\/23620143\/youtube-ai-tool-features-ceo-neal-mohan-google-alphabet\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>YouTube\u2019s AI ambitions:<\/strong><\/a><br \/>YouTube\u2019s new boss Neal Mohan said the Google-owned video platform is developing generative AI tools for creators but didn\u2019t provide specifics of what it has in mind, according to The Verge.<\/p>\n<\/div>\n<p><a href=\"https:\/\/digiday.com\/future-of-tv\/future-of-tv-briefing-youtube-makes-its-case-for-the-tv-ad-industrys-measurement-makeover\/\" class=\"button purchase\" rel=\"nofollow noopener\" target=\"_blank\">Read More<\/a><br \/>\n Tim Peterson<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This week\u2019s Future of TV Briefing looks at the measurement principles YouTube released on Tuesday and how the Google-owned video platform fits into the broader measurement overhaul. TrueView? TV industry\u2019s joint measurement committee, Paramount\u2019s potential BET sale, ESPN\u2019s central streaming strategy and more TrueView? The key hits: YouTube has published a set of measurement principles<\/p>\n","protected":false},"author":1,"featured_media":615528,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[29306,809,46],"tags":[],"class_list":["post-615527","post","type-post","status-publish","format-standard","has-post-thumbnail","category-briefing","category-future","category-technology"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts\/615527","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/comments?post=615527"}],"version-history":[{"count":0,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts\/615527\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/media\/615528"}],"wp:attachment":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/media?parent=615527"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/categories?post=615527"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/tags?post=615527"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}