- For marketers, the more measurement the better. And now video advertisers on YouTube, thanks to a new partnership with Oracle Data Cloud, they will be able to track video ad performance to offline sales.
- Several years ago digital video ads were more about increasing brand awareness and creating purchase intent. This move by YouTube takes that measurement ability to the next level and seeks to close the loop with a full funnel measurement solution for video.
- For now, the capability is being made available for CPG companies. Gatorade, Doritos and Pedigree are the first three brands to be provided the new metric, according to Adweek.
Google testing found that YouTube’s TrueView pre-roll video ad format increased sales 61% of the time at a statistically significant level.
"This new sales lift offering drops the last piece into place for full funnel measurement of CPG campaigns on YouTube, and we're excited to bring you new creative and media strategy insights that drive incremental sales as we scale these studies," Mark Thomas, YouTube's brand management product manager, wrote in a blog post.
The new measurement tool is called DLX ROI Sales Lift for YouTube, and is similar to tool Oracle built for Facebook several years ago, Ad Exchanger reported.
Google and Facebook have been increasingly going to head-to-head with online video, both looking to gain an advantage in an advertising area that is grabbing increasing amounts of digital ad dollars.