Exhibit 23.6 YouTube Analytics — Reach: Impressions, clicks, CTR and traffic sources.
YouTube’s Studio provides a summary of the performance of
publisher’s and advertiser’s YouTube videos and ad campaigns. The key metrics fall into three categories
— viewership, reach and frequency (Exhibit 23.6), and engagement (behavioural).
Viewership
- Views: The number of times people watched or engaged with the video.
- View rate: The number of views or engagements divided by the number of times the video is shown.
- Audience retention: Average view duration, average percentage viewed and retention decay curve.
- Viewership (quartile reporting) shows how often the video is viewed to a quarter/half/three-quarters/completion of its length.
- View-Through-Rate (completion rate).
- Average CPV (cost-per-view) is the average amount paid when a viewer watches at least 30 seconds of the ad or the
entire ad, whichever is shorter, or engages with the ad.
Reach and frequency
These measures are obtained by means of cookies, which store
relevant information about viewers on the webpages that they visit.
- Reach (unique cookies) is the number of cookies (i.e., devices) that viewed the ad.
- Frequency (based on cookies) is the number of times the video ad was viewed by a unique cookie over a given time period.
- Average impression frequency (per cookie) is the average number of times the video ad is shown over a given time period.
- Average view frequency (per cookie) is the average number of times that the video is viewed over a given time period.
Engagement (behavioural)
- Impressions: number of times the ad is shown.
- Clicks: the number of times people clicked the video. This reflects the level of engagement the ad
is able to generate.
- Click-through-rate (%) (CTR) is the number of clicks divided by the number of times the video is
shown.
- Engagements: reveal the number of clicks on interactive elements such as teasers or icons to expand
any cards that may be on the video.
- Engagement rate is the number of engagements divided by the number of times the video is shown.
- YouTube engagement or earned actions: occur when a viewer watches a video ad and then takes a related action on YouTube.
The different types of earned actions include views (subsequent views of same/other videos on the advertiser’s YouTube
channel or Watch pages), subscribes, playlist, likes and shares.
