YouTube's new report helps brands understand the full value of paid and organic video

Historically, brands have found it difficult to measure the full impact of their presence across organic touchpoints - such as their YouTube channel, user-generated content and creator collaborations - together with their paid advertising.

That's why today we are introducing the new brand pulse report. The report provides a unified view of your brand's presence across all of YouTube - paid and organic. You'll be able to better measure where you're driving impact across the platform and maximize your return on ad spend.

Measure what matters

The brand pulse report will use all-new data, powered by Google AI, to provide actionable insights that help you understand the full presence of your brand's content on YouTube.

The report uses first-of-its-kind, multi-modal AI to evaluate your brand presence across YouTube by detecting brand mentions via visuals (brand logos, product shots, etc.) and language (audio, video titles, etc.). So, if a creator uses or mentions your product in passing, we recognize it and capture it.

Metrics like "Total Unique Viewers" will help you understand your unique audiences and "% Share of Watch Time" helps contextualize your brand presence compared to your category. We are also incorporating metrics that demonstrate how your paid ads on YouTube can lead to more views on organic videos - a previously underreported value for paid media - and how users seeing both your paid and organic videos together leads to searches for your brand.

Join the conversation

Brands can also boost popular organic videos about their brand with partnership ads and use audience insights from the brand pulse report to create relevant and effective new content. When you coordinate paid and organic strategy, paid ads lead to a more engaging organic presence - filled with community, conversation and authenticity - building genuine trust that makes the ads more effective.

We collaborated with strategic partners like Influential to ensure the report delivers immediate value, allowing brands to translate data directly into high-impact strategies. The brand pulse report is currently available for select advertisers, and we'll share further details in the coming months.

• Google Ads
• YouTube