YouTube rolled out new extensions and measurement capabilities for advertisers earlier this week. With these ad extensions, a variety of new actions will become available (e.g., app downloads, booking, movie showtimes). There will also be new brand lift metrics, including offline sales lift.
One of the Google Measurement Partners that’s supporting the company’s new brand lift metrics is IRI. Brand lift studies are usually survey based, and in this case, they will show marketers the following types of information:
- Positive response rate
- Absolute brand lift
- Headroom lift
- Number of lifted users
- Cost-per-lifted user
- Control positive response rate
- Relative brand lift
Valuable information can be found within brand lift studies. Arguably more compelling than self-reported attitudinal data is the sales impact data that IRI will provide for YouTube ads. IRI will supply e-commerce and in-store sales data to Google to show if YouTube ads are having an actual impact on sales (avoiding a last click attribution problem is a separate discussion).
The IRI measurement capabilities come from IRI’s loyalty card-based “vast point-of-sale, frequent shopper, causal and media exposure data.”