YouTube global head of content Robert Kyncl has bragged that the video site reaches more U.S. viewers 18-34 than any single TV network. But it hasn’t provided marketers a gauge of how YouTube ads perform in relation to Nielsen’s TV ratings, the de facto currency for television. That’s set to change. Google has agreed to have YouTube measured under Nielsen’s TV-plus-online ratings service. As a result, the video site stands to pick up considerably more in business from advertisers and agencies, according to Pivotal Research analyst Brian Wieser — assuming, that is, YouTube has enough premium inventory to sell. “We believe that at the individual media-agency level, Google left as much as tens of millions of dollars in annual media budgets on the table” because of its previous position, Wieser wrote in a research note. That’s because many advertisers only want to buy inventory that can be consistently measured across TV and online, and therefore they may have been selective in spending money with YouTube over the past few years, he said.
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