The new deal with Oracle is an extension of that more open approach to third-party measurement firms.
YouTube is the first pure-play video site Oracle Data Cloud (ODC) has worked with.
“Both Google and Datalogix (now part of ODC) have been hearing from mutual clients for several years that a joint solution would be quite valuable,” said Eric Roza, SVP of the Oracle Data Cloud.
The unique nature of video measurement required a heftier development cycle on Oracle’s part.
“A pure video solution presents different measurement challenges and opportunities due to concepts surrounding duration of view, presence of audio, etc.,” Roza said. “Google has such a great business with both YouTube and more broadly that they certainly had a very strong point of view on how to approach this project.”
Google says the measurement product has been in the test phase for a while with a handful of CPG companies, including PepsiCo’s Gatorade and Doritos brands and Mars-owned Pedigree pet chow.
In Gatorade's case, Google and Oracle determined the return on ad spend for each dollar spent on TrueView ads for a “We Love Sweat” campaign was $13.50. There was also a 16% sales lift among new buyers who had seen the video ad vs. new buyers who had not.