YouTube, YouTube TV and Google TV inked new TV data agreements with Comscore and Parrot Analytics. Comscore said its cross-platform service Comscore Campaign Ratings will incorporate YouTube and YouTube TV measurement to provide data on those platforms across desktop, mobile and connected TV, to help advertisers and agencies “better understand co-viewing for YouTube and YouTube TV across OTT/CTV.” YouTube and Google TV also added Parrot Analytics’ global audience demand data and entertainment consulting services. Continue reading YouTube TV, Google TV Ink Data Deals with Comscore, Parrot

YouTube is pitching its pay-TV service to advertisers with the aim of getting them to spend money they ordinarily allocate to traditional and, increasingly, streaming TV platforms. Marketers, however, still think of YouTube as a mobile (and desktop) video platform with a lot of lower-quality user-generated content rather than a TV service such as Hulu. YouTube and YouTube TV garner 100 million U.S. viewers each month, with watch time up 80 percent year-over-year in March. Continue reading YouTube Is Pursuing Upfront Ad Deals for Its Pay-TV Service

Ahead of the May 14th Google Marketing Live event, during which the company will describe its latest digital marketing products, YouTube announced a new editing tool designed to streamline ad production. Bumper Machine, which YouTube is currently alpha testing, intends to help advertisers optimize content for mobile audiences by identifying compelling moments in video content to create packages of six-second videos that highlight key brand and product information. According to IAB, mobile video ads are steering a significant part of the digital media market, worth $107.5 billion last year in the U.S. alone. Continue reading YouTube Launches New Ad Tool Dubbed Bumper Machine

YouTube is luring advertisers away from TV, stating that connected TVs are the fastest growing category, with an audience of cord cutters and so-called light TV viewers. Its own YouTube TV, launched last year as a skinny bundle paid TV service, is now being viewed not just on mobile screens but on TV screens. In fact although half of all YouTube videos are watched on mobile devices, 150 million hours daily are watched on TVs, a 50 percent jump in the last six months. YouTube TV now reaches 85 percent of U.S. TV households. Continue reading YouTube Creates New Ad Category to Reach Light TV Viewers

Sales of virtual reality headsets and software are predicted to reach $1 billion this year, and advertisers are paying attention. At this week’s Cannes Lions International Festival of Creativity, an annual confab for advertisers and agencies, the focus will be on VR. Google executives will talk about the virtual reality platform based on the Android mobile operating system that the company plans to introduce this year, and ad agencies will describe how they’re using VR to promote brands and products. Continue reading Advertisers Explore Virtual Reality, Luxury Brands Embrace It