comScore and YouTube announced a new feature "YouTube Partner Reporting," that highlights the dedicated audiences garnered by YouTube content partners, independent and professional, bedroom and broadcast.
This will enable CBS, Machinima, Philip DeFranco and hundreds of others) to better monetize their content in unique new ways by having their audiences represented to the agencies and brands that actively use Video Metrix data.
"By enabling 3rd party measurement YouTube partners can better monetize their content by having their audiences represented to the agencies and brands that actively use Video Metrix data. Marketers and Media Planners can now quantify the number of unique viewers belonging to different YouTube channels, as well as the demographics of those viewers. A number of additional measurements enable the most effective and targeted planning," explained comScore.
The audiences built by YouTube partners are some of the most engaged, unique, and focused, fostering an ideal environment for brand-building. Greater awareness and education is needed for measurement tools (such as YouTube's Video Targeting Tool) and reporting to directly understand, measure, and prove the unique attributes of partner content. This understanding and measurement is vital for advertising dollars to be committed against all forms of marketing on YouTube, from direct pre-roll advertisements, to product placement, endorsements, and the plethora of other innovative ways YouTube talent cultivate brands.
More Info: YouTube Reporting