Publishers without a sufficiently diversified business model — and strong brand affinity — face sharp declines in revenue without reliable referral traffic. The same is true for brands’ websites and KPIs will need to change.
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Any improvements in measurement should be welcomed. But what if Barb’s development does more harm than good? Does reporting on just 200 channels actually say anything?
Barb data has delivered the TV industry a new narrative about UK YouTube audiences. Will it change advertiser behaviour?
The world-first initiative comes with caveats but aims to provide much-desired independent measurement of some of YouTube’s most-popular channels. Initial findings suggest top channels skew toward very young children and maintain middling audience figures on UK TV sets.
TV has earned trust because its numbers are verified, scrutinised and benchmarked. Social media? Not so much. Google needs to decide where YouTube stands.
The platform has not renewed its data licence for Q3, but says it continues to maintain a regular dialogue with the JIC.
Open Call will allow brands to place an open request to creators for sponsored content.
The rising star has left Mediaplus’ Behave to set up her own behavioural research consultancy. The goal? To reconnect brands to people as she bridges the old and the new.
The tech giant unveiled a slew of new AI tools for marketers at its Marketing Live event on Wednesday.
Five months after ITV and YouTube inked a new partnership deal to bring full episodes of ITV programmes to the platform, the broadcaster is seeing incremental audience reach without cannabalisation, and appealing to more FELT brands.