Singapore – Integral Ad Science (IAS) has announced that it will offer its industry-aligned misinformation brand safety and suitability reporting for advertisers running campaigns across YouTube ad inventory. With this, IAS can now detect content across YouTube that it identifies as misinformation enabling advertisers to further verify the safety and suitability of their digital media investments on YouTube.

IAS’s ‘Total Media Quality’ (TMQ) product suite provides valuable third-party assurance that advertisers’ campaigns are running adjacent to brand safe and suitable content. IAS’s misinformation measurement delivers independent verification, complementary to YouTube’s own policies and procedures. 

It is worth noting that IAS classifies content according to industry-aligned definitions and provides reporting based on advertisers’ custom brand suitability settings. Video-level reporting provided by IAS allows advertisers to get a full, accurate picture of the content their ads are running adjacent to, and adjust their campaigns based on their own desired suitability profiles. 

With this, advertisers can gain trusted video-level insights into the content adjacent to their advertisements according to industry-aligned definitions, analyse if the ads appear next to content identified by IAS as misinformation and make optimisations as needed to drive brand suitability, and access global reporting with more than 30 languages on YouTube for key international events in 2024 and beyond.

Lisa Utzschneider, CEO of IAS, said, “Brand safety is a top priority for marketers as we approach upcoming marquee global media events. We are empowering marketers with enhanced products like our expanded Total Media Quality for YouTube which now offers IAS’s misinformation reporting. We’re excited to offer the ability to detect misinformation with our best-in-class measurement solution.” 

In March, IAS announced earning MRC accreditation for integrated third-party calculation and reporting of YouTube video viewability. In December 2023, IAS announced the availability of its Total Media Quality (TMQ) brand safety and suitability measurement across YouTube Shorts, offering advertisers expanded coverage for advanced brand safety and suitability measurement. 

Jakarta, Indonesia – Video-sharing platform YouTube has announced its partnership with e-commerce platform Shopee to launch YouTube Shopping in Indonesia. The tie-up will also be released in Thailand and Vietnam in the following weeks.

The collaboration allows people to purchase products displayed on YouTube through links that lead to Shopee. This feature has previously been only available in the United States and South Korea.

YouTube Asia-Pacific director Ajay Vidyasagar explained that the “energy and velocity around online shopping” in Indonesia inspired the move. 

The launch is part of YouTube’s goal of providing creators with a platform for successful businesses. While the launch benefits consumers in Southeast Asia, the collaboration also issues opportunities for content creators through the YouTube Shopping affiliate program.

“We want more of you to be able to share your favourite products with fans and grow your businesses on YouTube. There are now over 250,000 creators in the YouTube Shopping affiliate program, and soon that number will grow,” the company said in its blog. 

The company also announced the launch of gifts on live streams that allow earnings from viewer participation. Audience engagement will also evolve through the ‘Community Hub’ feature, which reflects audience feedback and metrics. 

Singapore – Global media measurement and optimisation platform Integral Ad Science (IAS) has announced the expansion of its brand safety and suitability measurement product for YouTube, to include reporting for Performance Max and Demand Gen campaigns on Google Ads.

This integration with YouTube aims to provide advertisers with enhanced tools for safe and effective campaign management.

IAS’s brand safety, suitability, viewability, and invalid traffic (IVT) measurement will now also be available for Google Demand Gen campaigns for YouTube In-Stream and YouTube Shorts.

With this enhancement, IAS will provide global advertisers with third-party assurance through verification that ads running on Performance Max and Demand Gen campaigns appear alongside brand-safe and suitable content, accurate analysis of brand suitability trends to empowers advertisers’ decisions, and comprehensive verification of YouTube content in over 30 languages for key international events in 2024 and beyond.

Talking about this, Lisa Utzschneider, CEO of IAS, said, “IAS is committed to providing advertisers valuable third-party assurance that their campaigns are running adjacent to brand safe and suitable content, and we’re excited to provide further safeguards for their campaigns across YouTube.”

“Our best-in-class measurement solutions coupled with Performance Max and Demand Gen will provide the actionable data needed to drive efficiency, scale, and safety,” she added.

Singapore – YouTube announced at the second iteration of the ‘Creators for Impact’ programme that local YouTuber Naomi Neo has been selected to work with the Ministry of Home Affairs (MHA) on a film intended to raise awareness against scams. 

Neo’s idea of using humour to highlight how vulnerable people are to scams. It was noteworthy for its ability to convey important lessons in an entertaining way. She will collaborate with Minister of State Sun Xueling on this specialised content in order to provide readers with even more insightful advice on how to avoid falling victim to internet scams.

As part of the program’s efforts to increase consumer knowledge on scam prevention, a collection of anti-scam videos created by local YouTube creators were shown at the event, which was attended by Sun Xueling, Minister of State for the Ministries of home affairs and social and family development.

The Creators for Impact programme, which was supported by the Ministry of Communications and Information and launched in July 2023 in partnership with MHA, focuses on solving the critical problem of scams in Singapore. The reported number of scam cases increased by 64.5% to 22,339 cases in the first half of 2023, compared to 13,576 cases during the same period last year, according to the Singapore Police Force’s (SPF) Mid-Year Scams and Cybercrime Brief.

Over the course of two months, Creators for Impact worked with 12 local creative channels in support of the national anti-scam programme, “I Can ACT Against Scams,” to develop videos that were intended to raise public awareness and vigilance against scammers. These films include first-hand narratives from scam victims given via podcasts, analysis of the tactics used by con artists from The Astute Parent, and concrete actions people can take to stay alert and protect their families and themselves against scams.

YouTube and MHA launched an open appeal to the larger local YouTube creator community as part of Creators for Impact. The goal is to get more ideas for videos that can improve Singaporeans’ awareness of online scams and their level of participation with it. 

Speaking about the initiative, Ajay Vidyasagar, managing director for YouTube Southeast Asia and Emerging Market, said, “Impactful content always has a home on YouTube as we strive to help people stay informed about important issues in society. Our creators know best that knowledge is key to combating online scams, and through their strong responses to the program, we continue to be inspired by their creativity and commitment to impart important know-hows in engaging ways. This is testament to the resolve of our local creator community to use their voice for good through storytelling, and we hope more will join this effort to build a more secure digital world for all Singaporeans.”

Meanwhile, Sun Xueling, Minister of State at Ministry of Home Affairs and Ministry of Social and Family Development, said, “Scams continue to be a key concern in Singapore. With progress in technology, scam operations can easily be scaled up via online means. Scammers are also becoming more adept at using technology to cover their tracks. The Government cannot fight scams alone – we need the community to step up and take actionable steps to prevent scams in Singapore. I am heartened to see our content creators stepping up to this important task of engaging different segments of the population to amplify anti-scam messages within their communities. This partnership with Google underscores the Government’s unwavering commitment to combat scams, through cultivating a vigilant and discerning public capable of ACT-ing against scams.”

Singapore – Nielsen has announced that it is expanding its Connected TV (CTV) measurement of YouTube ads into 11 global markets. These include Australia, Germany, India, Indonesia, Italy, Japan, Mexico, the Philippines, South Korea, Thailand, and the UK.

Through the service expansion, the agreement between Nielsen and Google will integrate the YouTube CTV measurement service, inclusive of co-viewing, into Nielsen ONE Ads to measure audiences in these markets.

‘Nielsen ONE Ads’ is the company’s cross-platform campaign measurement product suite which provides deduplicated audience reach and frequency metrics. The addition of YouTube CTV into Nielsen ONE Ads internationally gives advertisers and agencies a comprehensive view of campaigns across multiple platforms. It also allows buyers to better understand reach, manage frequency and verify the audience of their buys on YouTube with greater comparability than ever before. 

Deirdre Thomas, chief product officer for Nielsen Audience Measurement, said, “The expansion of our measurement of YouTube CTV ads in 11 countries is a major step forward in our Nielsen ONE global roll out. Agencies and advertisers need comprehensive, consistent, deduplicated measurement of audiences globally, and Nielsen is uniquely positioned to provide that.”

She added, “We are proud to partner with Google to enable YouTube CTV measurement within Nielsen ONE. This is another major milestone on our path to deliver true cross-platform measurement.”

Meanwhile, Kate Alessi, managing director for global product solutions at YouTube, commented, “The way people watch video has changed, and advertisers are calling for comprehensive cross-media measurement across screens. This expansion allows advertisers and agencies in 11 additional markets to compare YouTube’s reach across devices with TV, providing a more complete picture of ad spend and the deduplicated audiences they’re reaching.”

Singapore Integral Ad Science (IAS), the global media measurement and optimization platform, has announced an expansion of its measurement capabilities on YouTube. 

Through this, the business will introduce its industry brand safety and suitability measurement tool to advertisers for YouTube Shorts inventory, integrating it into the full Total Media Quality for YouTube product suite.

The Global Alliance for Responsible Media (GARM) framework’s video-level transparency standards and adjacency standards will be upheld by IAS, which will provide brands with improved third-party assurance that their YouTube Shorts video ads are in line with appropriate and brand-safe content.

Total Media Quality for YouTube, within the scope of standards, gives advertisers access to brand safety and suitability indicators for impressions served on YouTube Shorts. This includes viewability and invalid traffic measurement on a global scale, as well as support for over 30 languages.

Additionally, an analytics dashboard specifically designed for YouTube advertisers is also introduced by IAS as part of its Brand Safety and Suitability evaluation. With the help of this tool, advertisers may create a customised suitability profile and examine trends in brand safety and compatibility through informative charts.

Speaking about the expansion, Lisa Utzschneider, CEO of IAS, said, “Since IAS launched Total Media Quality for YouTube earlier this year, we’ve been able to provide new levels of insight into video content for advertisers through our advanced AI-driven technology and expanded reporting capabilities.”

“With this expansion of our measurement capabilities on YouTube, we can bring marketers the most actionable data to maximise their safety on YouTube Shorts inventory – one of the fastest growing video formats in digital advertising,” she added. 

Singapore – YouTube has announced its collaboration with the Ministry of Home Affairs (MHA) Singapore and local YouTube creator, Naomi Neo, to create a video to raise awareness around scams. 

This was revealed at the second edition of the YouTube Creators for Impact programme with the MHA, showcasing a series of anti-scam videos developed by local YouTube creators to raise consumer awareness around scam prevention.

Launched in July 2023 in partnership with MHA, this year’s Creators for Impact is dedicated to tackling the pertinent topic of scams in Singapore, working with 12 local creator channels over two months to develop videos to help people enhance their awareness and vigilance around scams. 

As part of Creators for Impact, YouTube and MHA also launched an open call to the wider local YouTube creator community to invite more video ideas that further educate and engage Singaporeans on online scam awareness.

The total submissions showcased the creativity of our local creators in using their voices to tackle the issue of scams – such as a role play that displays different scam scenarios, an anti-scam jingle, debunking scam myths, and interviews with everyday Singaporeans on their thoughts around the issue.

Regarding the video to be produced, creator Naomi Neo’s idea of using comedy to highlight every individual’s vulnerability to scams was selected for its ability to convey educational messages in an entertaining way. Production will begin immediately and viewers can look forward to the video release by the end of the year on her channel.

Ajay Vidyasagar, managing director for YouTube Southeast Asia and Emerging Markets said, “Our creators know best that knowledge is key to combating online scams, and through their strong responses to the program, we continue to be inspired by their creativity and commitment to impart important know-hows in engaging ways.” 

“This is testament to the resolve of our local creator community to use their voice for good through storytelling, and we hope more will join this effort to build a more secure digital world for all Singaporeans,” he added. 

Meanwhile, Sun Xueling, minister of state, Ministry of Home Affairs and Ministry of Social and Family Development, said, “I am heartened to see our content creators stepping up to this important task of engaging different segments of the population to amplify anti-scam messages within their communities. This partnership underscores our unwavering commitment to combat scams, through cultivating a vigilant and discerning public capable of ACT-ing against it.”

Singapore – Contextual-driven ads on YouTube have been observed to drive 28% more attention in contrast to other industry benchmarks, according to the latest data from Channel Factory and Playground xyz.

According to the data, these contextual-driven ads generate nearly 70% more attention for skippable ads. Both non-skippable and skippable ad formats consistently demonstrated ideal performance, exceeding benchmarks 97% and 95% of the time, respectively. 

Moreover, curated activity for these types of ads delivers above benchmark more than 80% of the time. The data also revealed that such tech delivers 28% more attention than the industry norm, on average more than one second of extra attention per placement.

Alex Littlejohn, managing director for APAC at Channel Factory, said, “Every second of attention on an ad has a huge impact for brands, which makes these results incredibly powerful. They prove beyond doubt the direct relationship between contextual relevance and increased user attention metrics.”

He added, “While it stands to reason people will engage more with advertising that’s relevant to their interests, too many advertisers are still ignoring this fact and blindly spraying ad placements in non-curated environments. Channel Factory technology helps brands deliver their campaigns more efficiently and in contextually relevant environments and now with the added benefit of attention measurement and reporting incorporated in their buys.” 

Meanwhile, Rob Hall, CEO of Playground XYZ, commented, “Attention metrics give brands the key to understanding how their campaigns are resonating with customers. Our partnership with Channel Factory gives advertisers the ability to understand their YouTube campaigns on a deeper level and drive ROI.”

Singapore – Integral Ad Science (IAS) has introduced advanced ad measurement tools for YouTube Shorts, the widely popular short-form video experience enabling users to create and share catchy videos.

With the launch of the total media quality for the YouTube product suite, IAS now offers viewability and invalid traffic measurement for YouTube shorts’ rapidly expanding inventory, ensuring advertisers that real users are viewing their ads.

This move further strengthens IAS and Google’s commitment to providing advertisers with enhanced transparency, enabling them to gauge the performance of their ad campaigns more effectively.

Moreover, by offering this more significant level of transparency, IAS aims to cater to the needs of advertisers who have shown significant interest in leveraging YouTube Shorts’ global and ever-growing audience.

In a statement from Lisa Utzschneider, CEO of IAS, she said, “The rapid and widespread growth of YouTube Shorts presents an incredible opportunity for our advertising partners to reach and engage with audiences worldwide.”

With IAS’s latest ad measurement tools, advertisers can now make more informed decisions and maximize the impact of their advertising efforts on YouTube Shorts’ dynamic platform. 

London, United Kingdom – Global attention measurement and optimisation company Playground xyz has announced its actionable attention solution on YouTube as well as unveiling new insights on how advertisers can garner the most attention for their Youtube ad campaigns.

Through this new solution, Playground xyz ‘Attention Intelligence Solution’ (AIP) reviewed YouTube Impressions for Attention Time, AIP’s metric which evaluates ads for the length of time in seconds an ad is actually looked at.

Trained and verified by real eye-tracking data from an opt-in panel, it supercharges that data via advanced AI models to measure attention at scale. AIP’s YouTube attention measurement takes that capability and applies it to live YouTube campaigns, analysing each individual DV360/CM360 record to score attention time across the campaign.

Rob Hall, CEO at Playground xyz, said, “Optimisation is the key to driving attention and campaign effectiveness. With actionable attention insights, brands are able to pinpoint factors that are detracting from campaign success and quickly understand how to coarse-correct.”

He added, “Advertising is a huge opportunity on Youtube and we are excited to help brands learn more about their campaigns in order to drive attention and connection with audiences. There is a lot to learn about attention within social environments and that starts with technology that can adapt to the unique consumer behaviors within each platform and help advertisers easily optimize each campaign to be where attention is highest. Our attention offering on YouTube is just the beginning of more exciting social capabilities to come.”