asiCast 192: Measuring YouTube – towards a media measurement loop?
In July of this year, Barb Audiences started to include TV set viewing to certain YouTube channels in its service. In his first asiCast John McCarthy, the latest recruit to the asi team, interviews Barb’s Chief Executive Justin Sampson and Chief Operations Officer Caroline Baxter to find out what has been learned in the three months since the launch.
John starts by asking why this initiative was introduced as the UK already has one of the most advanced and complex TV currencies globally. Why was measuring these YouTube channels so important to Barb’s members and the wider industry? What were the biggest challenges to overcome when setting up the service, the first of its kind anywhere?
The discussion turns to the industry response – from the broadcasters, the streamers and the platforms. On the buy-side, how are agencies using the enhanced data set? A further example of the extent to which Barb is adapting at pace to meet the complex challenges faced by the industry, Justin and Caroline outline what comes next on the roadmap for the JIC.
Justin Sampson will be speaking in the Joint Session at the 2025 asi International Television & Video Conference on 5th-7th November in Copenhagen, Denmark.
Justin Sampson and Caroline Baxter talk with John McCarthy:
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