YouTube and comScore, a global leader in online audience measurement, have launched a brand new feature, specifically targeted to YouTube content partners and the advertisers that want to run campaigns on their videos.  YouTube Partner Reporting offers new measurement tools that enable YouTube partners to better monetize their content and better analyze the demographics of their viewers.

A description of the new online video measurement service on the comScore website states, “In the past, YouTube’s video viewing activity was reported in comScore’s syndicated Video Metrix reports as one aggregation of viewers and video views, collectively representing the entirety of YouTube.”  Now, through a partnership with YouTube, “individual audiences for partners and their channels, such as CBS, Machinima, Philip DeFranco and hundreds others, will now be displayed as their own entities under the YouTube parent entity.”

So how does this help partners?  comScore says, “By enabling 3rd party measurement YouTube partners can better monetize their content by having their audiences represented to the agencies and brands that actively use Video Metrix data.  Marketers and Media Planners can now quantify the number of unique viewers belonging to different YouTube channels, as well as the demographics of those viewers.”  YouTube partners can click here to enable third-party traffic attribution.

The capabilities provided by YouTube Partner Reporting are outlined as follows:

  • The reports will quantify the number of unique viewers for individual YouTube channels
  • Viewers will be broken down according to age, gender, household income, race, geographical location and other demographic and attitudinal characteristics
  • The reports will explore engagement rates, average time spent watching each video and other questions around the number of views
  • The reports will determine the reach of YouTube partners across the total population
  • Monitor month-over-month trending of partners’ channels’ data, helping to discover rising stars
  • Analyze the type of day that audiences tune in during (U.S. market only)
  • Ad effectiveness studies will reveal the value YouTube viewers of a partner would have for the brands they represent
  • Allow for the creation and optimization of complex campaign plans across multiple media entities, including YouTube partners, to reach the exact target audience desired

Read more on the comScore website, and let us know what you think about the new service in the comments below.  If you are a YouTube Partner, are you looking forward to seeing how the new comScore YouTube Partner Reporting will effect your monetization?

Megan O’Neill is the resident web video enthusiast here at Social Times.  Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.