Google at the heart of encouraging development of metrics by advertisers

Managing Director of the two sections of Google in New Zealand and Austrialia, Jason Pellegrino, has called on technology and media industries to work towards developing advertiser and audience metrics for measurement.

In a bid to show the benefits that doing such will do, the company last week showcased its YouTube Brandcast and upfronts to portray the benefits and talent they have for the advertisers and clients they serve.

Google has been getting good revenue with its YouTube channel while the traditional media – radio, television and newspaper are battling with revenue. This is why they have taken to the digital media which is now unfortunately very competitive.

It was because of the constant quarrel with Google and Facebook and these other media agencies or companies that the need for universal measurement was important. Chief executive and founder of WPP, Martin Sorrell has joined in making the call so that there can be more clarity when it comes to ratings and digital advertising.

It was at the event of YouTube’s Brandcast that the company made it known that most of their videos came from mobile videos. The company also noted that the watch time rose to 40 percent without divulging the total time that people watched.

According to Pellegrino, he noted that frequency and reach were two things that play very important role, two aspects that advertisers are interested in when planning their campaign. He also noted that the particular advert being watched, the number of times it is watched are also of great importance. With such data, they will be sure that the messages are getting the intended results.

Traditional broadcasters such as Seven West Media have taken to YouTube as a channel to carry out their device strategy and have gone ahead to sign a content deal with YouTube owners in the early part of the year.

He added that the online video platform have been applied by many of them so as to increase their audience reach and attention, which at the end of the day they also direct to their main channels.

The big one was the film that was based on Channing Tatum, in June, through YouTube Red which is Google’s streaming service.

YouTube will receive 10 episodes that will run for 45 minutes from Lionsgate with the executive producer staring as the Hollywood star.

Pellegrino dismissed assumptions that Google was going to become an online producer of movies like Netflix.

He made it known that YouTube is aimed at helping people explore the different ways that they can monetise their content online, but not in any way interested in production of movies. Pellegrino made it clear that Google was strictly a technology company which is what they are all about and interested in being for a long time to come, and also to help great producers get across to their audience.