In a further step towards full broadcasting, YouTube has launched a suite of analytical tools.
They usefully, put a stronger emphasis on engagement of the viewer, concerning themselves with length of views. And we know, from recent Forrester research, that longer video versions are getting higher views (the average length of a YouTube video is 2 minutes 1 second).
You'll be able to see a detailed breakdown of click-thru rates and close rates for their annotations. You'll also be able to compare trends and patterns with two different metrics. Some design changes too making it all easier to follow.
These advanced measuring tools, allow publishers on YouTube to create better, more relevant video and allow advertisers the opportunity to better measure engagement. In a way, they're moving into the ratings system which we know from television.
The TV rating system (TVR) is largely based on old fashioned concepts, internet ratings are accurate and true (being based on actual views and actual clicks). The internet has a great advantage over other media as being very measurable in a quick way. YouTube, by putting these in place, is a clear indicator of its desire to become taken as a more serious broadcaster and media.
And I agree too.
YouTube has the opportunity to be recognised as the biggest global broadcaster and streaming the recent presidential debate live, is proof of that.
It's a great platform that can deliver great content.
And I've been saying it for years.