A curated view of what’s happening in the world of Digital Monetisation, Audience Development, and Measurement.

This week we dive into YouTube implementing new tagging features, creators becoming just as valuable as paid media, YouTube’s bid for NFL Sunday Ticket, and Nielsen's Four-Screen offerings.

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Monetisation

YouTube to Allow Creators to Earn by Tagging Products
YouTube is expanding its monetisation opportunities by introducing a new feature that enables creators to earn money simply by tagging products in their videos.

This concept is not entirely new—Instagram implemented a similar feature on a larger scale—but for YouTube, it represents a move toward integrating e-commerce more deeply into the platform.

For e-commerce brands, this feature is particularly valuable, as it allows them to track sales conversions using UTM tags. While not every viewer will purchase immediately, brands can use this data to retarget potential customers in future marketing campaigns.

This development signals a broader trend of diversification among major platforms. While Amazon started as an e-commerce giant before expanding into video content, YouTube is taking the opposite approach—building an integrated online shopping ecosystem within its platform. Product tagging is just the beginning.

Full article on Digital Information World

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Are Creators Becoming as Valuable as Paid Media?

The rise of influencers, particularly on TikTok, has accelerated the shift toward creator-driven marketing. The sheer scale and engagement of creator-led audiences have made influencer partnerships an increasingly attractive investment for brands.

Some advertisers now claim that influencer campaigns are delivering ROI comparable to what paid media achieved during the COVID-19 pandemic. This raises the question: Could influencer marketing become just as stable an investment as paid media on platforms like Google?

While influencer marketing is proving its value, paid media remains crucial—especially as YouTube establishes itself as a dominant force on CTV. Ad placements that reach viewers on large screens in their living rooms continue to hold immense value for advertisers.

The key takeaway? A balanced marketing strategy across multiple platforms is essential for reach and impact. While influencers are effective at building brand relationships, brands should still maintain investments in paid media for sustained growth.

Full article on Ad Exchanger

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Audience Development

YouTube Bidding for NFL Sunday Streaming Package
YouTube has entered the competition for the NFL Sunday Ticket package, joining major players such as Apple, Amazon, and ESPN+ (Disney) in bidding for the streaming rights. The winning bid is expected to exceed $2.5 billion per season.

The package, priced at around $300 per year for consumers, offers access to 13 additional games per week. Previously, it was exclusive to DirecTV, which secured the rights in 2014 for $1.5 billion per year. However, as the deal ends, DirecTV is unable to match the financial demands of the new agreement.

The fact that this deal is even up for grabs is a clear indicator of linear TV’s decline. Satellite providers like DirecTV are struggling to retain premium sports content as streaming services like YouTube and Amazon gain market share.

This isn’t a new trend—Amazon recently secured streaming rights for UEFA football in the UK, while Disney’s ESPN retained the media rights to Formula 1 in the US. While YouTube hasn’t been as vocal as Apple about prioritising this deal, acquiring NFL Sunday Ticket would significantly enhance YouTube’s premium content library, boosting viewership and attracting high-value advertisers.
Full article on Ars Technica

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Measurement

Nielsen ONE Introduces Four-Screen Ad Deduplication
Nielsen has launched a new Four-Screen Ad Deduplication product, enabling advertisers to compare their reach across mobile, desktop, CTV, and linear TV audiences.

This development is a major milestone in cross-platform measurement, providing advertisers with a more comprehensive view of multi-platform campaigns and helping them reduce overlapping ad buys.

CTV has been on a rapid rise, accelerated by the pandemic, with TV viewership declining while CTV engagement continues to grow. Advertisers see CTV as an opportunity to reach highly engaged audiences in a living room setting, where viewers are more likely to pay attention to content.

With CTV ad spend projected to reach $30 billion by 2025, measurement tools like Nielsen ONE’s Four-Screen Ad Deduplication are crucial in ensuring ad dollars are spent efficiently and that brands can accurately assess their campaign performance across platforms.

Full article on Ad Exchanger