Morgan Stanley: Google's Revamped Analytics Page Demonstrates 'Continued Effort To Target Brand Dollars'

Benjamin Swinburne of Morgan Stanley commented in a note on Tuesday that Google Inc's GOOG GOOGL new Video Analytics Page “harmonizes” the measurement and management process for video creative by displaying non-paid versus paid KPIs in one platform. “While we don't anticipate any immediate impact to revenue, the notion that Google is bringing its YouTube platform closer with its general AdWords and video advertising initiatives reinforces our view that display advertising (static and video), especially mobile, will lead the transformation in the advertising space,” Swinburne wrote. The analyst adds that there is a “big competitive advantage” to owning the ad tech. Swinburne notes that innovation should improve return on investment measurements for advertisers and drive eCPMs and demand. The analyst also states that Google is building the necessary tools to allow advertisers to drive higher quality ad content.