Music video network Vevo has signed a partnership with AudienceProject for cross-media measurement in the UK, including its integration with YouTube.
Under the partnership, Vevo will be able to measure deduplicated reach and frequency of ad campaigns on mobile, desktop and connected TV. This includes YouTube and Vevo’s linear free ad-supported streaming TV channels on services such as Samsung TV Plus and Rakuten.
It allows advertisers to evaluate the true reach and impact of their campaigns in one comprehensive report — “a vital development for ad buyers who are navigating an increasingly fragmented media landscape”, according to Rich Brant, senior director, advanced TV, strategy and partnerships, at Vevo.
He continued: “By working with AudienceProject, the first cross-media measurement partner in the UK to provide third-party cross-media reach measurement of YouTube campaigns across all devices, we can glean new insights, especially around incremental reach.”
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Martyn Bentley, UK commercial director at AudienceProject, added: “We are excited that we can help Vevo validate the value of its online video and CTV inventory to help its advertisers deploy and optimise their media budgets to the optimal level.”
The agreement will expand to cover more European markets this year.
AudienceProject made key hires in the second half of 2024 as it signed on more partners, including Disney+ across Europe.
In October, it appointed former Ebiquity insight chief Martin Radford as solutions director in the UK. Two months later, it recruited Nielsen’s Ben Samuel to be vice-president of partnerships, a global role.
