The addition of YouTube into Ipsos iris, the UK's online audience measurement solution, endorsed by UKOM to provide transparency and understanding, will provide media owners, agencies and advertisers greater capabilities to analyse media content across key platforms in one consolidated space, and against uniform demographics. This means more accurate data, insightful analysis, and the ability to shape content strategy.
YouTube audiences continue to grow and with advertisers and agencies following them, so publishers and broadcasters are evolving bespoke content strategies for the platform. To reflect this growth, Ipsos iris will break out YouTube measurement and report against 500+ audience segmentations.
Biren Kalaria, Google UK
Biren Kalaria, Managing Director at Google UK, commented: “Innovation in measurement is critical to the continued success of our industry and Google will continue to invest in transparent, fair, consistent and privacy centric solutions.
“YouTube plays an important role in everyday viewing across all audiences in the UK and it’s important that our partners have access to a complete picture of online video consumption across screens and platforms.
“With that in mind, we’re excited to be partnering with Ipsos on this important project, the only UKOM endorsed digital measurement provider, which will facilitate a greater understanding of what people are watching on YouTube and beyond.”
"We are thrilled to bring YouTube's rich data into Ipsos iris," said James Oates, Head of Ipsos iris. "The inclusion of video views and watch time across content owners not only enhances the robustness of our platform but also provides our subscribers with a holistic view of media consumption. This integration asserts our commitment to delivering market-leading measurement solutions."
UKOM CEO Ian Dowds added: “UKOM is proud to collaborate with Google and Ipsos to deliver this breakdown by organisation in the iris data for YouTube. It is a great example of UKOM’s flexible approach towards endorsing what the industry is calling for: trusted, transparent and robust data at an increasingly granular level.”
The expansion of Ipsos iris' video reporting capabilities to include YouTube underscores our dedication to innovation and to meeting the evolving needs of the industry and those looking to understand the full picture of digital media consumption.
This collaboration represents a significant step forward in the way digital media is measured and understood. It enables more effective planning, buying, and selling of media, ensuring that the media industry can operate with confidence in a complex, multi-platform world.
