Dynata partners with Google to measure brand lift on YouTube

It is now possible for advertising brands and agencies to holistically assess the success of their advertisements across all platforms that are being measured, including YouTube.

The world's leading first-party data platform for insights, activation, and measurement, Dynata, has expanded its collaboration with Google to include YouTube as part of a cross-media research. Dynata is a third-party brand-lift measurement provider certified by Google. By analysing the performance of their YouTube ads in comparison to that of TV, print, or any other digital, social, or offline media channels under measurement, brands and agencies can now leverage the advertising solutions offered by Dynata to measure the effectiveness of advertising, optimise media spend, and improve the return on investment (ROI) of their marketing efforts on YouTube.

Because of the increasing fragmentation of the media, it is now more difficult than it has ever been to precisely quantify the impact of advertising across all publishers and channels. Dynata now makes it possible for any firm to better understand how a campaign is impacting customers at all stages of the purchasing funnel, holistically, and across all platforms.

In the year 2020, Dynata was given permission to use Google's Ads Data Hub in order to assess YouTube lift as part of a digital advertising campaign. The cross-media studies conducted by Dynata examine the media performance of participants' exposure to digital advertisements alongside other ad types across several channels. These studies cover non-digital media channels, such as TV, radio, print, and out-of-home advertising. YouTube is now capable of being included as a media channel for the very first time in research of this nature.

According to Gary S. Laben, CEO of Dynata, "Adding a top channel, such as YouTube, into our cross-media advertising lift capabilities significantly increases our ability to assist customers properly and thoroughly assess advertising effectiveness." "This capability reaffirms our commitment to helping our clients not only unearth insights, but also activate these insights, assess total marketing ROI, and ultimately drive growth," we said in our mission statement.