Google to Report Viewability Metrics for YouTube in 2015

According to a Search Engine Land article, Google announced that later this year they would begin reporting viewability metrics for DoubleClick users and selected YouTube advertisers. This announcement and article leads to many questions: What do viewability metrics entail, who will be able to benefit, when will we be able to see this new data, and how can marketers use these metrics to their advantage?

What the Viewability Metrics for YouTube Mean to Marketers

Technically speaking, viewability metrics will be coming for DoubleClick users and only select YouTube advertisers in the coming weeks, but Google did announce that this could change in the future (so we could see more YouTube users getting this type of information). Regardless, there are a few things that marketers will benefit from once viewability is rolled out:

  • Viewability metrics will show you how many people are viewing your ads. Each “view” is counted if the ad is on the screen for at least two seconds.
  • App views will also be added due to the increasing use of mobile viewership.
  • You will have the ability to buy only viewable video impressions across the Google Display Network.
  • Later in the year, Google plans to report on audibility for videos as well as the total amount of time an ad as viewable.

Once again, viewability reporting in DoubleClick for advertisers and publishers comes first, then viewability targeting to the same parties, and then finally viewability report for YouTube and for video on the Google Display Network.

In other words, if you YouTube is your current focus this year it could be a while before we see these types of metrics, but that doesn’t mean you can’t start preparing with YouTube advertising now.

A Quick Review: Successful YouTube Advertising in 2015

If you’re just getting started with YouTube advertising this year, you’re not alone. All you have to do to get started is visit this page and click “Start Advertising on YouTube.” You’ll then be taken through the process of creating an ad, which will include how much you want to spend, how long you want the ad to run, where and when you want it to run, and of course what and how you want to advertise. Below is the screen you will see:


As you can see, there are only 4 steps to creating your campaign, and then you move right on to billing. The hardest part is deciding what type of YouTube ad you want to create, which you can learn more about here.

Aside from only advertising, uploading videos and creating a solid YouTube channel is the key to success (and a good starting point). If people visit your YouTube page, you want them to click around the same way you would for your website or social accounts. Check out some of the YouTube guides we’ve written and published below:

Metrics to Watch for YouTube Marketing Success

YouTube Customization Options You’re Still Missing

Getting Started with YouTube Annotations

If you have any thoughts on YouTube advertising and what has or has not worked for you, we want to hear it. Let us know in the comment section below.

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