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YouTube Adds New CTV Campaign Measurement Verification Through Expanded Nielsen Partnership



YouTube Adds New CTV Campaign Measurement Verification Through Expanded Nielsen Partnership

With connected TV (CTV) watch time on the rise (aka people watching digital video content on their home TV sets), YouTube’s looking to improve its CTV solutions for advertisers, in order to provide TV-like ad reach and resonance at a much more affordable price.

Which could be a key consideration for boosting brand awareness – but in order to ensure that advertisers get the most bang for their buck, YouTube also needs to be transparent in how it tracks the performance of its CTV options.

Which is where this new announcement comes in. Today, YouTube has announced an expansion of its partnership with Nielsen which will provide more ways for advertisers to measure their total audience reached by YouTube CTV campaigns.

As explained by YouTube:

Last year, we launched Nielsen Digital Ad Ratings (DAR) and Comscore Campaign Ratings (CCR) to help you more easily measure your YouTube CTV campaigns alongside other media. Later this year, YouTube CTV and YouTube TV will be available in Nielsen Total Ad Ratings (TAR) in the US. This release will include deduplication of YouTube inventory across all platforms – CTV, computer, mobile and linear TV – to better compare YouTube reach to linear TV.

In other words, YouTube will now provide more direct comparisons between your ad reach via traditional TV campaigns and YouTube CTV, independently verified by Nielsen’s measurement process.

“You’ll also see CTV device metrics within your media mix model (MMM) data feed, which can help measure sales outcomes and share insights on the impact of your YouTube CTV investment. To make the data analysis process faster for clients and easier for our measurement partners, we’ve launched a new data platform for MMM providers and advertisers to request data, track the status of those requests and ingest data directly.


And again, it is definitely worth considering – according to Nielsen analysis, on average, YouTube CTV is 3.1x more effective than traditional TV across US consumer packaged goods (CPG) MMMs.

Expect those stats to keep leaning in YouTube’s favour over time, as more people watch even more YouTube content on their TV sets – which is especially relevant when you consider the media consumption habits of younger audiences, to whom YouTube has always been a primary entertainment option.

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Last year, YouTube reported that over 120 million people are now consuming YouTube CTV content monthly, a number that’s projected to continue to rise in the coming years.

YouTube CTV viewers

In addition to this, the actual reach of YouTube CTV should also factor in more viewers, with further Nielsen insights showing that 26% of the time, multiple 18+ viewers are watching YouTube together on the TV screen.

With this in mind, Google will also include co-viewing metrics in Nielsen’s DAR guarantees ad reporting for US Advertisers by the end of Q2, while it’s also adding new frequency controls for CTV campaigns to help avoid exposure fatigue.

It should be a key consideration for almost all brands, with TV campaigns traditionally driving the best response for brand awareness and action, and YouTube’s advanced targeting making them potentially even more effective, and cheaper, given the more specific audience focus options.

Of course, people can also just skip on through these ads, and for many, that’s almost a habitual response (my kids just exit the video and re-load to avoid the pre-rolls). But even so, there is big potential here, and the right targeting and products could end up generating big results from YouTube’s advancing CTV offerings.

You can learn more about YouTube’s latest CTV ad updates here.

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‘Crime not to help’: South Korean ex-SEAL has no Ukraine regrets



South Korean Navy SEAL turned YouTuber Ken Rhee told AFP he has no regrets about his decision to fight in Ukraine

South Korean Navy SEAL turned YouTuber Ken Rhee told AFP he has no regrets about his decision to fight in Ukraine – Copyright AFP Jung Yeon-je

Cat Barton and Kang Jin-kyu

A former South Korean Navy SEAL turned YouTuber who risked jail time to leave Seoul and fight for Ukraine says it would have been a “crime” not to use his skills to help.

Ken Rhee, an ex-special warfare officer, signed up at the Ukrainian Embassy in Seoul the moment President Volodymyr Zelensky asked for global volunteers and was fighting on the front lines near Kyiv by early March.

To get there, he had to break South Korean law — Seoul banned its citizens from travelling to Ukraine, and Rhee, who was injured in a fall while leading a special operations patrol there, was met at the airport by 15 police officers on his return.

But the celebrity ex-soldier, who has a YouTube channel with 700,000 followers and documented much of his Ukraine experience on his popular Instagram account, says he has no regrets.

“You’re walking down the beach and you see a sign by the water saying ‘no swimming’ — but you see someone drowning. It’s a crime not to help. That’s how I see it,” he told AFP.


Rhee was born in South Korea but raised in the United States. He attended the Virginia Military Institute and planned to join the US Navy SEALS, but his father — a “patriot”, he says — convinced his son to return to South Korea to enlist.

He served for seven years, undergoing both US and Korean SEAL training and doing multiple stints in war zones in Somalia and Iraq before leaving to set up a defence consultancy.

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“I have the skillset. I have the experience. I was in two different wars, and going to Ukraine, I knew I could help,” he said, adding that he viewed breaking South Korea’s passport law to leave as equivalent to a “traffic violation”.

– Backlash in Korea –

But the reaction in South Korea — where Rhee shot to fame as a trainer in the popular YouTube series “Fake Men” — was swift and unforgiving.

“It was instant. People in Korea, they just criticised me about breaking the law,” said Rhee.

His critics claim the 38-year-old’s decision was criminally irresponsible, and point to his posting of war footage on his YouTube and Instagram accounts as evidence of showboating.

Rhee says he tries not to let the furore get to him. “I think it’s pretty obvious who the good guys are and who the bad guys are,” he said of Russia and Ukraine. 


On his first day on the frontline in Irpin — which he describes as “the Wild West” and “chaos” — he says he witnessed Russian war crimes.

“I saw a civilian get shot. He was driving… and they shot him through the windshield and he died in front of us,” he said.

“It was like: there’s my proof. There’s definitely war crimes going on. It reminded me and my teammates what we were doing and why we were there,” he said.

Because of his military training, Rhee was told to set up his own team, so he recruited other volunteers with combat experience and set up a multi-national special operations group.

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“I was eating Canadian MREs. My gun was from the Czech Republic. I have a Javelin missile from the United States. I have a rocket that’s from Germany… but nothing is Korean,” he said.

He tried to take his Korean-made night vision goggles but was not given government export permission. Seoul has provided non-lethal aid to Kyiv, but Rhee said they could do more.

“Korea has state-of-the-art equipment… they’re very good at making weapons,” he said.

– ‘See you in Taiwan’ –


Russia said this week that 13 South Koreans had travelled to Ukraine — including four who were killed. Seoul said it was trying to verify the claims.

Although Rhee did not know the fate of all his teammates, he said “a lot of my friends have died”.

“I don’t want my friends’ sacrifices to be forgotten,” he said, adding that he plans to write a book — and maybe a screenplay — about his team’s experiences.

But first, he needs to deal with the official repercussions of his trip. He is quietly optimistic South Korea’s new conservative administration won’t put him in jail.

Rhee is not allowed to leave the country until his case is resolved, and is receiving treatment for his injuries. But he hopes one day to fight alongside his teammates again, for a cause they believe in.

The joke as people left the frontline was: “See you in Taiwan,” he said, referring darkly to the risk that Beijing will follow Moscow’s lead and invade a neighbouring democracy.

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