YouTube to debut audience measurement tool
By Erina Lin, Thursday 27 March 2008 at 22:41 :: World Digital Media Trends :: #1459 :: rss
YouTube is releasing more details about who's watching their video clips and when, which provides advertisers more insights to target their customers, the Associated Press reported.
The free programme, called YouTube Insight, will be launched on Thursday.
It's known that Google has been looking for ways to monetise its $1.76 billion purchase of YouTube in 2006. Although online video ads are continuously growing, many marketers are not really interested in user-generated video, such as what's on YouTube, according to the AP article posted on MediaInfoCenter.
YouTube advertisers have already known about the ad performance; however, the new programme will offer more details – including the viewership by day and the geographical location where those views take place.
“The new tools give a lot of context around the performance of video over time, where are your audience coming from and how your message is connecting to your audience," according to Tracy Chan, a YouTube programme manager.
“With this information, you can concentrate on creating compelling new content that appeals to your target audiences and post these videos on days you know these viewers are on the site,” said YouTube officials in the announcement of the programme.
Some data will still be limited to paid advertisers, the AP reported.
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