Most sponsorship measurement stops at 90 days, but YouTube performance does not. Outloud Group data shows that views continue to accumulate long after traditional reporting windows close, changing how brands should evaluate CPM, reach efficiency, and long-term campaign value.

The default logic of creator buying says smaller channels deliver cheaper reach: lower rate cards, hungrier creators, better effective CPMs. Our data says the opposite.

Where CPM and CPA part ways in 2,656 YouTube sponsorships -- and why a great CPM is not a conversion strategy. Why is CPM alone is a weak predictor of CPA and how can brands screen creators for reach and conversion?