Libsyn Adapts To YouTube Shift As Video Podcasting Gains Momentum. – https://www.podcastnewsdaily.com/

Libsyn Adapts To YouTube Shift As Video Podcasting Gains Momentum.  https://www.podcastnewsdaily.com/

Podcast advertisers aren’t buying YouTube’s bigger view counts. With agencies demanding more meaningful audience measurements, Libsyn has developed a workaround to access Engaged Views data that YouTube no longer makes YouTube’s bigger video view counts aren’t impressing podcast advertisers. Instead, advertising agencies are demanding a return to the more restrictive audience measurement they previously relied on, forcing podcast networks to rethink how they report and sell video advertising. Libsyn is among those responding, developing a new system to obtain the audience figures that YouTube no longer makes publicly available. The pushback follows YouTube’s August change to how it counts video views. The new public-facing metric captures more casual interactions with videos, potentially boosting reported viewership even when actual consumption hasn’t increased.

That has created a dilemma for ad buyers, who risk paying more for essentially the same audience if advertising rates are calculated using the larger figures. “The risk that advertisers might be worried about are that networks are going to hold existing CPMs simply increasing reach figures in line with the new YouTube publicly facing new metric,” says Anthony Savelli, Co-EVP of Sales at Libsyn Ads. “So reach numbers are going up but consumption is largely staying the same.” Rather than accept the new public counts, ad agencies are increasingly demanding YouTube’s Engaged Views metric, which more closely resembles