Google this week announced the extension of sales lift measurement on YouTube to Nielsen Catalina Solutions (NCS). Google says that CPG advertisers in the United States can now use Nielsen Catalina Solutions to help them measure, in aggregate, how effective their YouTube campaigns are at moving products off the shelves.
“We recognize the need to hold ourselves accountable with first- and third-party measurement tools,” wrote Shreenath Regunathan, Product Manager Google Ads Measurement, at Google.
NCS (Nielsen Catalina Solutions) says it has developed a new methodology approach to ensure that sales lift results are comparable across other publisher campaign results measured by NCS, whether measured inside or outside a publisher’s owned environment. By using NCS sales lift measurement, YouTube advertising can be compared “like to like” with results from other digital publishers.