YouTube has rolled out “brand pulse report,” a new analytics tool for advertisers to measure their total brand presence across the platform. The report combines data from paid ads, creator collaborations, and user-generated videos into one unified view.

Romana Pawar, Senior Director of Product Management for YouTube Ads, said the report “provides a unified view of your brand’s presence across all of YouTube, paid and organic.”

Highlights from the brand pulse report showcase sample organic and paid media metrics

Until now, advertisers tracked their paid campaigns and organic reach separately. This often made it difficult to see the full impact of their YouTube presence. The new report aims to solve that problem by showing how a brand appears across all types of content.

The brand pulse report is currently available to select advertisers, with broader availability expected in the future.

How the brand pulse report works

The brand pulse report uses Google AI’s multimodal capabilities to detect and analyze brand mentions across YouTube videos. Instead of analyzing paid ads and organic activity separately, brands can now see how their presence performs as a whole, from creator mentions and user-generated videos to official campaigns.

Highlights from the brand pulse report showcase sample organic and paid media metrics

According to YouTube, it scans both visual and audio elements such as brand logos, product shots, and spoken mentions, as well as text from titles and descriptions. As Pawar explained, “If a creator uses or mentions your product in passing, we recognize it and capture it.” For instance, if a creator casually mentions a product in a “Get Ready With Me” video, YouTube’s AI can identify and capture that brand reference even when it is not part of a paid collaboration.

New metrics link paid ads to organic performance

YouTube is also introducing new metrics within the report to connect ad exposure with organic engagement. The company said the tool will surface key metrics such as “Total Unique Viewers,” which shows the size of a brand’s audience, and “% Share of Watch Time,” which compares a brand’s visibility within its category.

Connecting paid and organic strategies

The company also highlighted that advertisers can use insights from the brand pulse report to identify high-performing organic videos about their brand and promote them through partnership ads. It also measures how exposure to both paid and organic videos may increase brand searches.

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