First-party data platform Dynata has expanded its partnership with Google, to enable brands and agencies to compare ad performance across all channels, including YouTube.
In 2020, Dynata was approved to measure YouTube lift as part of a digital ad campaign, using Google's Ads Data Hub. Dynata's cross-media studies - which include non-digital media channels, such as TV, radio, print and out-of-home - measure the media performance of panelists' exposure to digital ads alongside other ad types across multiple channels.
Now, YouTube can be included as a media channel in such studies. Brands and agencies can use Dynata's ad solutions to measure ad effectiveness, optimize media spend and improve marketing ROI on YouTube, by analyzing the performance of their YouTube ads compared to TV, print or any other digital, social media or offline media channels under measurement.
CEO Gary Laben (pictured) comments: 'Adding a premier channel, such as YouTube, into our cross-media advertising lift offerings further enhances our ability to help clients accurately and comprehensively measure advertising performance. This capability reinforces our commitment to helping our clients not only to uncover insights, but also to activate these insights, measure overall marketing ROI and ultimately drive growth.'
Web site: www.dynata.com .
All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.